An Instagram based campaign getting people to send in shots of their fridge. Smirnoff’s online bartenders took a look and got back to people who suggestions for great cocktails, based on what they could see in the pictures. Each person received a personalized Instagram video showing them how to make the cocktail.

An Instagram based campaign getting people to send in shots of their fridge. Smirnoff’s online bartenders took a look and got back to people who suggestions for great cocktails, based on what they could see in the pictures. Each person received a personalized Instagram video showing them how to make the cocktail.

Fridges were uploaded, drinks were created, viewed and shared over 1,000,000 times.

Smirnoff became the country’s most socially engaged brand for 3 straight months.

Smirnoff NZ’s Instagram followers grew by 676% - that’s 6000 followers short of the Smirnoff USA’s Instagram (remember NZ has population 315 million people smaller!).

Since the campaign launched, RTD sales have grown 58%.