Online, consumers were sharing and sparking conversations about their nail designs that matched their favorite White Claw flavor, but many also voiced their struggle to actually open cans without breaking their beautiful nails. With nail art becoming one of beauty’s biggest trend of 2023, we knew we had to tap into the conversation and create something special for our fans.
We partnered with beauty brand Nails.INC to bring to life one of the most unexpected partnerships of the year. First we introduced our fans to a unique tool - the CLAW™ Saver - to help ensure their claws were saved from breaking when opening their favorite White Claw. To accompany the device, we also created a line of four protective nail polishes infused with hardening biotin and retinol for the ultimate hardcore formula. Each nail polish mirrored one of the most beloved White Claw flavors. The campaign started with an online tease to build intrigue, followed by a beauty look book and influencer content to promote our set of polish and the special CLAW™ Saver. The set was also made purchasable online and through Amazon, and distributed to some of our most loyal fans through a special giveaway.
The social campaign took our account by the storm. The launch post generated more than 9,000 shares in only a few hours. The campaign gained more than 598M+ impressions with a 100% Positive Sentiment and 356k impressions from earned influencer content. It achieved a total of 75 media hits across beauty, food and lifestyle outlets - including Women's Wear Daily and Bustle - amplifying the campaign and generating more buzz.
