We wanted to expand on the successful @UnemployedWineGuy account by featuring a series of cocktails with the main mixer replaced with what many call "the worst tasting alcohol on the planet." Malort! The goal for the campaign was simple: to generate millions of organic views to grow the Wine Guy's presence across all platforms.
People love seeing interesting new cocktails and recipes online. By selecting the polarizing, buzzy Malort to mix popular drinks with, we knew audiences would tune in to see the latest concoction -- and more importantly, we knew they'd ask for their favorite cocktail in the comments. The series sparked thousands of suggestions in the comments and kept people coming back for more.
Over 10,000,0000 organic views on TikTok, IG and YouTube.
100,000 new TikTok followers.
3,000 new YouTube subscribers.
5,000 new IG followers.
And by the time we finished the series, Malort became an unofficial "official" sponsor of the Wine Guy, who traveled to Chicago to hang out with Malort and get a lifetime supply of the bitter beverage. This success for the series translated into new sponsorship opportunities for the Wine Guy.
