NEW ZEALAND LAUNCH CAMPAIGN
Knowing that Kiwis love a good G&T, we developed an integrated strategy to introduce Malfy Gin to New Zealand as the drink of the summer.
Drive awareness and visibility of Malfy, making it impossible for Kiwi Trendy Chics not to see Malfy across the summer period by showing up in the places they live, work and play.
DARKHORSE formed an integrated approach through PR, social, digital, influencer strategy and activations. We created a network of aspirational and on-brand influencers to become brand advocates across a tiered system relating to the brand’s pillars.
As part of the campaign, we hosted an Italian-style long lunch resulting in best-in-class social media coverage and Malfy brand love. We also concepted a list of influencers to receive Malfy products, resulting in an 80% hit rate across social. Additionally, we created a month-long Malfy takeover at SOUL Bar, bringing the brand to life in a tangible experience for the target audience.
We partnered with prominent luxury publication, Denizen, to build Malfy’s credibility alongside wider editorial pitching to build awareness, local relevance and hero brand and product stories. We also ran a 3-month digital campaign across Facebook, Instagram and Kargo, creating noise and establishing Malfy as the drink of the summer.
WHY WE LOVE IT
As a new brand to New Zealand, the results of our campaign resulted in all Malfy Gin selling-out nationwide, positioning Malfy as the in-demand drink of the summer.