BRIEF

Naloi Media Group was tasked with executing the first-ever virtual Negroni Week campaign in response to the COVID-19 pandemic. The campaign aimed to support the Bartenders Benevolent Fund by increasing Campari bottle sales through a bottle donation program and meeting a goal of 10k for the fund. The campaign also aimed to encourage sign-ups for Negroni Week masterclasses and raise brand awareness and social visibility across Canada.

STRATEGY

• Launched PR and social media campaign for Campari’s Negroni Week
• Launched industry virtual events with Dante NYC, the World’s Best Bar in 2020
• Hosted virtual events with Canadian celebrity chefs and bartenders to engage with consumers
• Partnered with 10 influencers to showcase unique Negroni recipes
• Hosted giveaways to raise funds for the Bartenders Benevolent Fund.

RESULTS

• 10k Donation to the Bartenders Benevolent Fund
• 91 PR Media Hits
• 16M PR & Social Media Impressions
• 186 Masterclass Attendees
• 655 #NegroniWeekCA2020 Tags
• 2.9k Giveaway Entries
• 10% Growth in Instagram Followers