Brand: Canada Dry
Channel: Instagram
Influencer Strategy and Execution

Business Problem: Build buzz around Canada Dry’s “Busy is a Four Letter Word” campaign, which pushed people to take a moment for themselves, drop the word “busy” from their vocabulary, and connect the brand with relaxation. Canada Dry also wanted to drive traffic to its Busy Assessment quiz, which gave consumers tips for carving out time to unwind.

Strategy Overview: Tap into a multi-tiered influencer mix spanning celebrity, top-tier, and mid-tier creators, each sharing a series of posts about what they’ve accomplished since cutting the word “busy” from their lives. Running multiple posts per influencer let us reinforce the message and cement Canada Dry as the brand for relaxation.

Lifestyle influencer Jess Kirby shows how she carves out a moment to relax and unwind.

KPIs:

  • Impressions
  • Content Engagement Rates
  • Total Pieces of content

Results: We activated 11 influencers (1 celebrity, 2 mid-tier, and 8 micro-influencers) who drove 9.1 million social impressions from 31 pieces of content. On top of that, the campaign earned 72K video views and 57K post engagements (likes, comments, and shares) across Facebook and Instagram.

Men’s lifestyle influencer TySevere shared a link to the Busy Assessment, giving his audience tips to unwind from their busy routines.
Lifestyle influencer Myka Stauffer shared a link to the quiz along with her own tips for relaxing.