MONKEY 47 GIN’S FATHER’S DAY CAMPAIGN
Father’s Day can often be a cluttered marketing moment. Luckily for Monkey 47 Gin, I saw a way to cut through and secure some big wins.
ROLE
Senior Director, Social Strategy
STRATEGIC APPROACH
REFRAME THE BRIEF
The client was rightfully focused on the product, but we’d need to dive deeper than saying ‘this product is great, buy it.’ That’s why I presented the client with an emotive approach. Fatherhood means many different things so we chose to ask influencers to build new memories by celebrating what ‘fathering’ meant to them. They centered Monkey 47 Gin as the must-have element to complete their celebrations.
DIVERSIFY OUR VOICES
When I talk about diversity, I mean that in more ways than one. I partnered closely with the Talent team to identify and secure everyone from a style icon in the making to an architect.
Our final roster told a range of personal stories around the concept of fatherhood. We saw sons paying tribute, chic dads issuing call-to-actions to their fellow fathers, and even a dog dad.
BUILD EFFECTIVE CONTENT
Since Monkey 47 Gin is a premium gin, the content needed to be equally impressive. Our influencers delivered, too. What was most pleasing wasn’t just the strong content they produced. It was the reaction of their audiences. We saw brand loyalists come out of the woodwork as well as a lift in consideration.
