As the official sponsor of ‘WICKED the Movie’, Pernod Ricard (PRUSA) tasked Gallery Media Group with creating a custom video series that allowed their key PRUSA brands to capitalize on the cultural relevance of the movie release. The main strategic goals being 1) to build cultural awareness for the brand and 2) increase retail activation, by positioning the brands at the center of the occasion both at home and on premise. So using our often-viral media brand @cocktails, we conceptualized a short form video series that aligned the execution of thematic drinks with recognizable music from the movie.
We set out wanting to ensure we maximized all of the things we know the @cocktails audience responds to, while tying these themes, formats and flavors back to WICKED in a way that felt organic, not forced.
Our plan of action had to:
- Lean into the flavors & themes that are the most Popular among the @cocktails audience, via our own data and insights from hundreds of viral videos
- Naturally integrate Pernod Ricard brands in an interesting and organic way
- Tie everything back to WICKED
The plan:
- We consolidated a matrix of flavors, ingredients, colors and recipes that have historically organically performed on our brand handles across TikTok and Instagram, and used this as our starting point to develop six custom cocktail recipes using PRUSA brands.
- We then layered on creative elements from the movie into the drinks themselves, the setup of the shots and the names of the recipes (from the Ozdust Margarita, to the Pink Sparkling Mimosa), in order to amplify the magic of the film.
Execution and key features:
- On top of being hooked by the vibrant, sparkly, thumb-stopping and culturally relevant drinks, we wanted to layer on an additional reason for audiences to engage with the content. So in an effort to maximize likes, shares, saves and comments, we included a variety of CTAs directly in the video text overlay as opposed to in the caption and this resulted in hundreds of shares and saves on each video.
- @cocktails’ signature attention to detail with social video production included intricate touches like stirring edible glitter, smoked sea salt/peanut rims, and gold flakes.
- Music selections were cleared, instrumental versions taken directly from the WICKED soundtrack, further integrating the WICKED-theme into each of these cocktails.
With the launch of the 6 custom cocktails, we garnered over 6.4M views, 3.8k shares, 20k engagements and have 5 of 6 videos surpassing GMG’s CTR & ER benchmarks. With the campaign still ongoing through the end of 2024, we are currently seeing an overwhelmingly positive sentiment from viewers and are on track to build the cultural awareness and brand positioning the brand was seeking.
Overall, we delivered 12.8MM+ total impressions (4.6MM+ bonus impressions), with 7.6K+ clicks & 25.9K+ engagements.
High-level delivery highlights across the board below:
- Editorial Integration Series: generated 8,777,765 impressions (2.7M+ bonus impressions), achieving a strong Click Through Rate of .10% when amped, well above the GMG benchmark of .01% - .03%. It also delivered an impressive Engagement rate of .23% when amped, exceeding the GMG benchmark of .05% - .08%
