Guinness Smooth, the new expression of Guinness was launched in 2019. We had the role of creating awareness and educating consumers on the new product, creating digital communication to engage and recruit multicultural millennials, between 18-24 years.
We delivered an impactful, out-of-the-box digital launch incorporating exciting influencer engagement to create remarkable, unforgettable content to drive awareness of the new stout, and recruit and engage fans within our target audience group across the country.
We had an opportunity to drive relevance and recruitment for Guinness Smooth among consumers LPA-24 by connecting with them, and achieved this through sharing liquid credentials around the uniqueness of the product, building lifestyle credentials, and engaging consumers to drive trial.
The campaign performed extremely well with over 750,000 organic impressions during the launch and a reach of over 1.2M on Google, Facebook, Twitter, Instagram, and YouTube. We also scooped the Best Influencer Marketing Campaign Award at the 2020 Digital Marketing Awards!