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Special Project

Special Project
From the 15th Annual Shorty Awards

Social Studies x Truly Margarita

Entered in Food & Beverage


Truly celebrates life’s adventures that are just around the corner – waiting to be opened – just like a can of their beloved 100 calorie Hard Seltzer. In early 2022, Truly launched their Margarita-Style Hard Seltzer with the intention of building momentum around the newest product offering with a robust marketing plan rooted in a narrative that stressed how a summertime-only Margarita-style beverage can go beyond a seasonal favorite to biome a go-to, anytime drink of choice. Truly engaged Social Studies to activate digital creators with the goal of driving awareness and purchase consideration around Truly Margarita within US-based adventurous and open-minded individuals aging 25 years and older.

Strategy and Execution

Social Studies produced a campaign that was designed to support and prioritize the larger marketing initiative of repositioning Truly Margarita as an anytime drink of choice while delivering increased awareness around the product, generating brand awareness and purchase consideration amongst its target audience. Curating a niche set of 19 creators ranging in audience size from 20-100k, Social Studies developed a content brief that served as creative inspiration rather than a rigid guideline or requirement, offering partners 2 creative recommendations; ‘Margaritas for Any Occasion’ that leaned into the Truly Margarita-Style Mix Pack being the go-to drink for any and every occasion and ‘A Slice of Summer’ centered around National Margarita Day on February 2nd, encouraging creators to step out into the cold to re-create their ultimate summer oasis while enjoying, of course, Truly Margarita. Influencers were tasked with posting 1 reel, in-feed static image and 2 sets of stories, each containing 3 frames each, to their Instagram tagging the brand @Truly and using the campaign’s hashtag and sponsorship disclosure #TrulyMargs and #TrulyPartner. 


Trusting the meticulously selected influencers to be experts in developing content that resonates best with their audience and empowering them to use the brief as a creative suggestion proved to be an effective strategy. The Truly Margarita crater program delivered a total of 76 assets, garnering over 1,048,579 organic impressions, exceeding a set 234,00 impressions goal by 448%. Social Studies supplemented its data collection report with a post-campaign sentiment analysis conducted through analyzing over 1,309 comments and reported an impressive 99.9% positive sentiment across all campaign content.


As predicted, reels outperformed static in-feed images significantly by generating 2 times as many impressions and micro-creators with follower sizes ranging between 10-20k proved to deliver top performing content.

Entrant Company / Organization Name

Social Studies Inc., Truly


Entry Credits