Cheers To LBB’s Unique Marketing Campaigns for AlcoBev Brands
If there’s any category that’s reinvented and found new and unique ways to advertise and market their products to customers, it’s most definitely liquor brands! Music festivals, bottled water, fashion shows, merchandise- liquor brands have found ways to integrate their product offering to customers in innovative ways.
Keeping age restrictions and other legal protocols in mind, at LBB we try to create effective marketing campaigns that can seamlessly work for our AlcoBev brands. And while an on-ground event is not a possibility at the moment, we’ve successfully helped brands switch to online collaborations that capitalize on at-home drinking occasions.
LBB uses ‘branded content’ as a passage to reach out to our audience who are young, urban-thinking, and trend adopting. With a 10% average engagement rate on LBB’s web and a 30% engagement rate on LBB’s app platform, our aim has always been to provide info-tainment to our audience.
And here’s how we have integrated alcohol products to create high impact campaigns for our brands:
Creating Engaging Video Content
Video as a medium has garnered a lot of steam in the past few years. Video content generates more engagements with our users as compared to static images. They help you tell a story using an actionable medium which is easier and more relatable to the audience. LBB TV is one such place where you can explore a plethora of videos across different genres.
Founders Who Become The Face Of The Campaign
To give you an example: For Father’s Day, LBB wanted to create brand resonance with Jacob’s Creek. So we partnered with Rakshay (founder of Pass Code Hospitality Pvt Ltd, that’s behind iconic restaurants such as Ping’s, Jamun etc) and asked him to create recipes with his father that included wines by Jacob’s Creek. The campaign was a super hit and we delivered 130% of the results!
The Right Mix Of Influencers
We partnered with Aparshakti Khurana and asked him to take up the ‘Who Knows Whom Better’ challenge with his father for our influencer marketing campaign with Jim Beam (read here). For our short-format video series- ‘Wine O’Clock’ (in partnership with Pernod Ricard and Jacob’s Creek), we drop weekly episodes about demystifying the world of wines.
Videos to Market Contest and Invite Entries
We found a new way to use videos to invite entries from users. To give you an example, to promote Kingfisher’s ‘Home Party’, we made a video about friends enjoying and watching cricket at home. We used this to create FOMO and gave an idea of how by nominating themselves and their friends, they can win an all sponsored home stadium party from Kingfisher.
For Lead Generation
The Glenlivet wanted to promote their whisky as a premium product to their target audience. We created a 5-day campaign during Father’s Day week and delivered 120% on lead generation for the brand. We also received an overwhelming response from both men and women who wanted to gift The Glenlivet whiskey bottles to their Dads! Read the article here.
Awareness With LBB Content
As a recommendation platform, users come to us to find the best things the city has to offer. Utilizing Valentine’s Day as a perfect time for wine & dine, Pernod Ricard partnered with us to promote their special deals for couples across restaurants in the city. This was a perfect match between what the LBB community is looking for in the city on the platform, and how they can make the best of Valentine’s day by accessing the best deals.
Workshop & Events
We want folks to be active participants in our live webinars. We saw lots of webinars happening around but had a very low participation number. So, we partnered with Bacardi and invited our users to create live cocktails with the Brand Ambassador of BACARDÍ!
On World Mojito Day, LBB along with BACARDÍ held a 4-session Mojito Making workshop with Hemant Mundkur. Those who had registered had to join the session with a bottle of BACARDÍ Carta Blanca and all the ingredients that were mentioned in the post. The session was for free but we made sure that people who were 25 years old and above were only allowed to attend.
Nothing can ever stop us from building brands better! Want to know how we can help your brand? Hit us up here and our team will reach out to you!
