MALFY GIN

OBJECTIVE

When launching Malfy Gin into Australia, we knew our target market was heavily influenced by key opinion leaders online. To capture their hearts and minds we needed the endorsement of an aspirational social influencer.

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CAMPAIGN

We selected and partnered with an influencer who was aspirational and over-indexes with our target audience, someone who could communicate the brand positioning of Malfy, ‘La Dolce Vita’, in an authentic way - showcasing usage consumptions and creating an emotional connection that couldn't be achieved through ATL. To avoid a flash in the pan, our strategy was to create a 3-month partnership and work with them to create content that balanced the brand positioning, show the brand as the preferred choice while socializing, and also demonstrate the product itself. There were two key parts to the partnership; First, Malfy focused Instagram posts, highlighting how the brand seamlessly connected to Nadia’s lifestyle. Nadia's paid posts were boosted to broaden the reach to Stylistos. Second was the Malfy long lunch we created for Nadia and her friends, to serve as an aspirational Malfy moment.

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WHY WE LOVE IT

The lunch guest list helped extend our reach outside of what was paid for with Nadia. Social sharing was generous from guests with over 100+ pieces of content shared. Harper’s Bazaar were so impressed they did an exclusive on the Malfy Long Lunch, shared the 30 second video on their Instagram and ran an online article focusing on the food and beverage, adding an additional 1.6M total opportunities to see Malfy across their platforms.

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