CAITLIN RHODES-HARRISON
MARKETING, BRAND & CREATIVE CONSULTANT
BREW & BOTANICAL CAMPAIGN
The Duchess and Castle-Free Collaboration
The Duchess and Castle-Free SA brought conscious consumers the perfect party-pack to kickstart a refreshing 2021.
Both pioneers of the growing alcohol-free category, The Brew & Botanical was listed across Checkers stores nationwide.
A digital campaign was launched, on The Duchess as well as on the Castle-Free social pages. I wrote the copy for the posts, across both channels. To support the campaign, I approached Purple Pine to secure Traditional PR which resulted in R1,4 million AVE. Due to the nature of the product, we launched an influencer campaign with People Have Influence.
The Duchess created digital assets for the Castle-Free team as well as executed a digital campaign through Facebook and Instagram.
INFLUENCER SELECTION
SNAPSHOT OF INFLUENCER CONTENT
INFLUENCER CAMPAIGN RESULTS
The Brew & Botanical Campaign resulted in a 190% difference between the estimated vs actual impressions.
This is the largest % People Have Influence has had in all their campaigns.
The campaign target for influencer following was 75 000 yet 120 150 followers was achieved.
Large influencers such as @candibod, @gingerwithagopro and @sugarfreesundays wanted to be a part of the campaign. The cost per impression was a R 0,38 versus the expected R1.11 which is a saving of 66% per expected impression.
TOP PERFORMING DIGITAL POSTS
The Duchess posted on Facebook and Instagram to create awareness about the Brew & Botanical Party-Pack being available for purchase in Checkers stores nationwide.
