The Sinkers range was launched with a series of commercials starring Australian celebrity ambassadors, who shared the spot on Facebook, Twitter, and Instagram (note: special edits were made for Instagram). The spots were also seeded using bloggers/influencers with reach in our target audience (EG: Gaming blogs).

Following launch, more celebrities/influencers got on board to co-create their own videos featuring the drinks shared via Instagram.

Finally, we selected some of Australia's most popular YouTube content creators with big followings among our audience, to create awareness videos in their own unique style using our 'Sinkers' cans and key message.

Our strategy turned $50,000 media spend into $920,000 of media value, delivering reach and engagement at a fraction of the cost of traditional paid media.

Over 1.6 million videos videos and counting.

The total social stats on Facebook, Instagram Twitter, and YouTube are:

83,957 Likes

2,572 Comments

1,548 Shares

Media coverage in Australia and abroad.

We reached more young Australian males than ever before.

With organic video views still building, the campaign continues to transform attitudes among young Aussie males to remind them of the dangers of drinking & swimming.