For this new year, the non-alcoholic cocktail brand Barrfly launched an influencer campaign to showcase its range of products for consumers who want to enjoy a refreshing cocktail without experiencing the effects of alcohol.
Credit : @virginiepilotteMaison Made in was mandated to conduct an influencer campaign aimed at promoting Barrfly non-alcoholic beverages in Quebec. The campaign targeted young individuals between the
-> ages of 24 and 34 with an active lifestyle, who engage in sports and desire to enjoy a refreshing cocktail without experiencing the effects of alcohol.
-> It also appeals to individuals who prioritize a healthy lifestyle.
-> pregnant women, and young mothers.
In order to embody the campaign messages and ensure their resonance with the target audience, Made in developed a strategy that highlighted 5 content creators.
The campaign took place in two phases, one in February and one in July 2023. This strategy allowed the brand to increase its visibility at two distinct times of the year. The team made sure to reach the Quebecois target audience through Instagram.
For the first phase, @virginiepilotte, @marilyn_dunn_, and @libredemanger were selected to convey the campaign message and create content featuring the Piña Colada and Gin Tonic Strawberry-Rhubarb flavors. The content generated highly positive comments that reflected a strong enthusiasm from the audiences, expressing a genuine interest in discovering the brand and its various flavors. It’s worth noting that @virginiepilotte was pregnant at the time, fitting perfectly with one of Barrfly’s target audiences. Her followers clearly connected with her content, which provided an alternative to alcoholic beverages.
The second phase was executed with 4 content creators: @ferlattez, @libredemanger, @virginiepilotte, and @stevens.dorcelus. All the influencers in this phase achieved excellent results. The casting was exceptional, and the content was inspiring and diverse, generating a very positive resonance within all communities. @stevens.dorcelus contributed to the campaign by creating a contest that generated a lot of engagement.
In total, the campaign unfolded through a variety of content formats, qualities, and types. Indeed, 14 pieces of content were published, including stories, carousels, and Reels.
With a total of 256.6K followers across two phases of the campaign, the 14 pieces of content created generated a significant number of impressions and organic views (167,1K), demonstrating the audience’s interest in Barrfly. The campaign resonated well with the content creators’ audiences, as it generated a lot of highly positive comments (554 comments) that reflect a strong enthusiasm from the audience, expressing a genuine eagerness to discover the brand and its different flavors. Presence on both social networks was amplified through a media strategy to achieve coverage and impressions goals via Meta ads.
