UV VODKA

ROLE: project manager/account executive, social media strategy & copy @ MarketingLab

SITUATION:

The flavored vodka category had lost its spark over the years and UV sales were fizzling. UV consumers were trading out of the brand to other spirits. We needed to find a way to make UV relevant again to the millennial consumer.

SOLUTION #1: SALUTE TO HEROES

Reconnect to the millennial consumer through shared values and an emotional connection. One shared passion of UV + millennials is their support for military service men and women returning home from overseas. Enter: Salute to Heroes - a campaign that prompted consumers to post a photo to social media using a custom hashtag (#SaluteToHeroes) for Instagram, Twitter and Facebook. For each post, UV donated $1 to Hiring Our Heroes.

RESULTS:

– Over 1,500 unique posts using #SaluteToHeroes
– Increased sales (backed by sales data) & customer loyalty
– Elevated social media following
– Brand went on to launch five annual activations of the program

SOLUTION #2: UV+1

Show millennial consumers how easy it is to bring UV to the party with an evergreen “UV+1” social campaign that can be used any time of year, and be easily adjusted to fit special holidays, events, etc. Brightly colored imagery and easy copy helped the narrow target demographic (ages 21-25) remember why UV deserves to be at all the best gatherings – and how convenient the flavored vodkas are when you only have one mixer.