Skinny Brands appointed us to raise awareness of their low-calorie Skinny Lager through paid social, gifted influencer collaborations, reactive social content, giveaways and brand partnerships.
As part of our organic social strategy, we shortlisted and reached out to a selection of lifestyle influencers who embodied Skinny Lager’s target audience of calorie-conscious, fitness enthusiasts, offering gifted Skinny products and merchandise in return for reviews and social content. We worked with 12 influencers in total, who all created engaging content that we were able to repurpose for Skinny’s social feeds to maximise reach.
To grow the brand’s social following and further increase engagement, we secured and coordinated several successful brand partnerships, and ran co-branded social media giveaways with the likes of Tapp’d Cocktails. Underpinning all of this activity was a regular stream of reactive content, tapping into trends and cultural moments, as well as regular callouts for Skinny Lager fans to share pictures and videos of them enjoying their Skinny Lager, as part of our always-on user-generated content activity to increase reach and engagement.
Our paid social strategy saw us run awareness, conversion, click and leads campaigns that helped deliver over 8 million impressions, 20,000 retailer website visits, 3,000 leads and over 1,000 product add-to-carts. Through this multi-strand paid social activity, we were able to successfully broaden Skinny’s customer base and ultimately drive sales.
