BRIEF

Grand Marnier renamed The Grand 75 to “The Grand Good Riddance” to commemorate its 75th anniversary in Canada and honour the challenges faced during lockdowns with the addition of “75 tears of joy.” The goal of the influencer campaign, created by Naloi Media Group, was to encourage consumers to consider the Grand Good Riddance cocktail for their holiday and New Year’s Eve plans and keep Grand Marnier to-of-mind leading into the New Year. Through a local GTA influencer marketing campaign, the company aimed to promote the unique and memorable drink and boost its popularity. The campaign had impressive results, reaching 106.5k and 48.6k views on Instagram reels.

STRATEGY

• Partner with 10 influencers to develop IG reel recipe videos for their followers to recreate at home. 
• Coordinate influencer content to go live from December 28th – 31st in time to ring in the New Year driving relevance leading into 2021.
• Conceptualize a premium mailer with Grand Marnier and a customized campaign label, Grand Good Riddance cocktail ingredients including premium bar tools and glassware.

RESULTS 

• 98% Positive Social Media Sentiment 
• 10k Social Media Engagement
• 106.5k Social Media Reach
• 48.6k Instagram Reel Views
• 69 Total Content Pieces (49 additional IG posts and stories made)