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A Christmas sell-out with Smith & Sinclair

Smith and Sinclair have a penchant for the sweet life; they’re London-based cocktail confectionary connoisseurs with an alcoholic difference. Whilst they might not be suitable for children, they are definitely made for the ‘kidulting’ community, because who doesn’t want to sip a G&T and chew on a sweet at the same time? Smith and Sinclair are bringing back child-like abandon to nights out and wild days, because they believe adults should approach life with the same freedom and curiosity as kids; with a slosh of booze to fuel the adventure, of course! So, when we were approached by Smith and Sinclair to celebrate the festive season, we knew it was fun-loving influencers we wanted to work with, to sweeten feeds and drive sales through the gifting season.

Challenge

The festive period can be a saturated time on socials, full of brands wanting to feed into the gifting season in a unique way. Since Smith and Sinclair’s brand persona is fun and playful, we knew we wanted the influencers involved to reflect that and boost December’s vibrancy online. By embodying the ethos of the brand through influencers, we could cut through the generic festive content that was crowding platforms, to drive traction and push Christmas as a time for adults to let loose with the help of Smith and Sinclair. One thing we noticed about the cocktail confectionary items, is how perfect they were as gifts for friends, secret Santa or even a treat for oneself. Given the affordable price of the product, we wanted to create eye-catching, alluring content that drove people to impulse purchases, generating noise and excitement.

Approach

We decided to make this campaign an Instagram-only activation because it was the best platform for influencers to capture static and video content around real-time moments that would showcase that Smith and Sinclair is the go-to brand for a unique product that has the potential to boost any party or event. Whether it was the ‘Alcoholic Cocktail Gummies’ or the ‘Edible Cocktail Glitter Dust’, each influencer demonstrated a product and showed how they would integrate Smith and Sinclair into their festivities. This content plan meant that influencers’ audiences got an idea of the range of products on offer, and how to use them.

Results

In terms of the results, we were thrilled to see the campaign impressions and engagements exceeded our KPIs – the campaign overall had 990k+ impressions, 603k+ engagements as well as an average ER of 9.81% (industry average tends to be around 3%). We worked closely with the client to align the perfect influencers for the campaign and due to this the level of content produced was outstanding and really affiliated with the brands look, feel and overall message.

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