Negroni Week - Campari

Overview

To Celebrate the 100th year of the Negroni cocktail, Campari hopes to maximise its exposure through its annual Negroni Week events.

Strategy

Negroni Week consists of a series of events and collaborations throughout the week. Voltage utilises the diversity of the campaign and reach out to our target audience through media strategy, digital and KOL campaign. In order to introduce such classic cocktail to the younger audience, We have created a social media quiz where we educate our audience the history of Negroni and mile stones of Campari. Furthermore, to promote the collaboration deals with F&B partners, we organised a KOL night to gain further exposure for not only Campari and Negroni Week, but also the F&B partners.

Results

Within one month, more than 80 media coverages including top tier publications like Ming Pao Daily, Cosmopolitan HK, Sing Tao Daily, Prestige and Hong Kong Tatler with PR value exceeding HK$5,000,000. Facebook and IG following grew by 46% and 118% respectively.

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