Back in 2011, MTV teamed with Smirnoff to showcase ‘The Smirnoff Nightlife Exchange Project’ – an ambitious attempt to break new ground in nightlife experiences and an integrated marketing partnership in the truest sense. This video case study highlights how the campaign increased Facebook fans from 427% to more than 1m.
Brand: Smirnoff | Sector: FMCG, Food and Beverages, Alcohol | Country: Global | Partner/agency: We Are Social | Objective: brand awareness, consideration and purchase | Format: Social media, Facebook, Video
Curated by respected nightlife figures, The Smirnoff Nightlife Exchange Project sees 14 countries work with the public to discover and celebrate the best elements of their country’s nightlife. These ideas were captured online and packed up in a crate to be transformed into unique event experiences culminating in an epic finale on 27th November 2011- the day the world swaps nights.
MTV audiences in the following countries - Argentina, Australia, Brazil, Canada, Germany, Great Britain, India, Ireland, Poland, South Africa, Thailand and Venezuela–could follow the nightlife exchange and observe the many vibrant sights, sounds and tastes of global nightlife culture today.
The aim was to tell the Smirnoff story and encourage fans to share conversations, videos, images and recipes that tie into the brand’s values.
By analysing the conversations going on around the brand online, Smirnoff and We Are Social found that people liked to share the ‘be there’ sentiment, which is about transforming ordinary moments into extraordinary ones.
Therefore the marketing team set about creating shareable content focusing on this overall theme.
Smirnoff also ran competitions aimed at bringing the best of international nightlife to different cities around the world.
Over the four months that the campaign ran in 2011:
• It engaged more than 1m fans across the competitions, nightlife exchanges and daily competitions.
• The number of fans on the Facebook page increased by 427% to more than 1m.
• Smirnoff became the third largest brand page in Brazil and the first alcoholic beverage to achieve more than 1m fans.
• Smirnoff Brazil was the 17th most engaging brand on Facebook in September, with 1,009 posts, 362,498 interactions, 307,822 ‘likes’ and 54,676 comments.
