Brand: Canada Dry
Channel: Instagram
Influencer Strategy and Execution

Business Problem: Generate buzz around Canada Dry’s campaign “Busy is a Four Letter Word” that encouraged consumers to take a moment for themselves and eliminate the word “busy” from their vocabulary and strengthen the brand’s tie back to relaxation. In addition, Canada Dry wanted to drive traffic to their Busy Assessment quiz, which gave consumers tips and tricks on how to take some time out to relax.

Strategy Overview: Tapping into a multi-tiered influencer mix of celebrity, high, and mid-tier influencers of various following, who each shared a series of posts of all that they’ve been able to accomplish now that they’ve eliminated the word “busy” from their life. By having our influencers share multiple posts, it allowed us to strengthen the messaging and tie back to Canada Dry being the brand for relaxation.

Lifestyle influencer Jess Kirby sharing how she takes a moment to relax and unwind

KPIs:

  • Impressions
  • Content Engagement Rates
  • Total Pieces of content

Results: We were able to activate 11 influencers (1 celeb, 2 mid-tier, and 8 micro-influencers) to garner 9.1 million social impressions from 31 pieces of content. In addition, we achieved 72K Video Views and 57K Post Engagements (Likes, Comments, Shares) across Facebook and Instagram

Men’s lifestyle influencer TySevere shared a link to the busy assessment which gave consumers tips to help them unwind from their busy lifestyle
Lifestyle influencer Myka Stauffer sharing a link o the quiz and sharing tips on how she relaxes.