Smirnoff has the power to release the potential in anything – any ingredients, any social situations. This campaign used social media to demonstrate Smirnoff’s “Pure Potential”.

Smirnoff asked people to send in pictures of their fridge via Instagram. Their online bar tenders took a look and worked out what interesting cocktails could be made from the ingredients they could see. People were then sent a suggestion, followed by a personalized Instagram video showing them how to make it.

Smirnoff’s target audience (18-25) are hard to reach by traditional media such as TV and print. They spend most of their entertainment time online. They seek meaningful and interesting communications. So they created an interactive promotion that invited their audience to participate.

Smirnoff’s target audience 18-25 year olds are becoming increasingly resistant to traditional advertising from global brands trying to identify with them and their lifestyles. How do you create something that is genuinely engaging? How do you start a two-way conversation? You go to the environment that they spend most time in, and say something worth saying, in a way that invites a response. Participation is a far deeper connection.

Fridges were uploaded, drinks were created, viewed and shared over 200,000 times.

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

Since the campaign launched, Smirnoff’s sales jumped – increasing the value of brand sales by 20%.

The creative is based on Instagram, the world’s fastest growing social media. The personalized Instagram videos were the perfect way to show how the product could be used to release the ‘Pure Potential’ of the things you have lying around in your fridge.