Socially active 18 -25 year old men and women, heavy users of social media.

Smirnoff’s target market 18-25 are highly engaged with social media, they search out more meaningful and direct communications as opposed to traditional on-way marketing. Instagram is the fastest growing social media in the world.

The execution 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.

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%.

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.