For every brand in the spirits category New Year is a game-changing season in terms of sales and volumes. Nonetheless, to some products this time is more fortunate than to others. New Year, being a holiday with strictly defined traditions in Russia, plays in favour of conventional spirits (such as vodka), while also rewarding a well-established manner of celebration.

That posed quite a serious challenge to William Lawson's — a whisky brand with no-rules philosophy that defies all conventions. With an ambition to become the most-talked brand among 18-24 audience in Social Media and a task to invite people to its own New Year event, William Lawson's had to integrate itself within New Year agenda — but at the same it has to do in its own disruptive manner.

November - December 2017

To attract people to its own epic new year event William Lawson's went over iconic NY symbol of perfectly served table — and with a help from famous bloggers launched Tablecloth Pull Challenge in SoMe. 7 famous bloggers made videos where they creatively pulled branded tablecloth with the product on a table and invited viewers to sign up to the most epic NY party.

Tablecloth challenge was picked up by media and ordinary internet users which let the campaign go viral.

• 7 challenges from YouTube bloggers: 9,5 MIO views & 773K likes

• Over 15,3 MIO total views of viral videos

• +3,8 MIO organic views vs. the plan

• 8000 registration requests

• 2500 people at the final brand event