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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Olmeca Party Calls!

Entered in Real Time Response

Objective

Because of the pandemic people had to live in lockdown. But they wanted to continue socializing and seeing their friends, at least via video link, despite the restrictions. Online meetings have become an integral part of the new reality and we decided to insert tequila into it. Our task was to develop and launch a real-time marketing project tailored to the current situation as quickly as possible, convince growth by 4%, while respecting the concept of the Olmeca brand — "Sudden Parties", as well as raising brand awareness.

Strategy

We have proved that self-isolation is not a barrier for parties with friends – turning physical isolation into an excuse to have a party in a new format. We launched the Party Calls project (as in «video calls» and «the party calls you») for the Olmeca brand in the first week after the introduction of these restrictions. We helped people organize real video call parties with special Olmeca sets. We carried out giveaways of the party kits with Olmeca piñatas, glitter, branded shots and colorful merch for our subscribers.

Bloggers loved our idea and made funny sketch videos on Instagram about how Olmeca's Party Call Set allowed you to have a real video call party with your friends! The project was also announced on branded social media and email newsletters, where users could also win party sets and brighten up their time in lockdown.

Results

The project turned out to be very relevant and well-timed (we launched it before online parties became mainstream: in the first week of lockdown), as evidenced by the campaign results. A contest post on the branded page produced record engagement: 31% ERR (number of actions to reach).

Bloggers picked up on our idea, and as a result we produced:

*ERR - Engagement Rate Reach

Media

Video for Olmeca Party Calls!

Produced by

Affect, Pernod Ricard Rouss

Entry Credits

About the Shorty Awards

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