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.
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.
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:
convince growth by 4%
over 1,25 billion people reached by bloggers posts
the average ERR* of bloggers’ posts is 10,3%, which is a very good indicator for branded content
record ERR post in own instagram - 31% (vs average 5%)
Open Rate of letters 13% (then above the average of 11% for this type of mailing)
Click Rate 19% (the average of such mailings)
*ERR - Engagement Rate Reach
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