Hard seltzer brand White Claw is using Instagram to run a campaign targeting Gen Z and millennial drinkers to promote the return of socializing after work.
The competition – called 134 Happy Hours – was named after the 134 weeks that have passed since March 30, 2020, when the restrictions were fully implemented in the US at the beginning of the epidemic – and a way to record the 134 missing Fridays.
“Instagram is a visual and interactive platform that allows us to not only share our 134 Happy Hours program, but also engage with our fans about what they miss about happy hours and your partners,” said John Shea, CMO of White Claw Hard Seltzer, US
The brand intends to use Instagram, the channel where the brand has the most followers over 205,000, to follow the activities of Gen Z and millennials (in the 21 years to age 35).
“While White Claw has generated strong sales during the closing season, the brand is trying to capitalize on this ‘back-to-the-office’ season and inspire social interactions much earlier.” ,” said Mark Walker, CEO of media. Direct Digital Holdings company. “Ultimately, this White Claw campaign is part of a marketing wave that is starting with the return to happy hour.”
Using digital advertising, the brand is asking its followers to remember what happy hour was like with their colleagues and enter a contest to win prizes through a link pinned to its Instagram account. . Prizes range from branded items to a $400 gift card. Grand winners will receive prizes including a ping pong table, a karaoke machine and a virtual reality headset. The competition was launched on October 20 and will run until November 6.
Shea said 100% of ad spend went to social media and more than 50% on Facebook and Instagram, but declined to share exact figures. According to Pathmatics, the brand will spend more than $27 million on advertising in 2022, up from $20 million in 2021.
Two years into the pandemic, as the majority of the corporate world has begun to work from home, and after an exclusive survey released by White Claw shows that 74% of employees said they were missing happy hours with coworkers.
White Claw partnered with VCCP NY (creative agency), Haworth (media agency), and Zeno Group (PR agency) for this project. “White Claw is helping companies across the country come together to make up for lost time by donating happy hour experiences,” said Shea.
As previously reported by Digiday, SKYY Vodka and Hilton are celebrating pandemic marketing campaigns to increase brand awareness and user bases that want to re-engage. “We’ve seen brands across a variety of industries connect with this ‘trend’, whether it’s promoting products or apps that help with office work or industry information from B2B and B2C companies for ways to make it more profitable and effective,” said Anna Crowe, CEO of Crowe PR. “Aligning your brand with a popular image can be very effective, when done right.”
By 2021, White Claw is responsible for contributing more than $1 billion to the hard seltzer sector, more than the two largest brands combined (Bud Light and Truly).
“We’re looking forward to continuing to engage with our fans, whether it’s through events or community events like this,” Shea said.