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Instagram your Fridge

Great for:

Instagram Ecommerce

A social media activation by Smirnoff that gets people to seek inspiration by Instagramming a photo of their fridge.

The Pure Potential of your fridge.Instagram a photo of your fridge, and Smirnoff will show you how to make a cocktail from the contents, sending you back a personalised recipe video.

The next instalment of the #purepotential campaign: a social media activation that gets people to seek inspiration by Instagramming a photo of their fridge. One of Smirnoff’s online bar tenders then gets back to you with a personalised video for a cocktail, based on what they can see in your fridge.

RESULTS: This ‘planned spontaneity’ felt real and immediate to the audience. Fridges were uploaded, drinks were created, viewed and shared more than a million times (that’s nearly 20% of the adult population of New Zealand). The campaign grew Smirnoff RTD sales by more than 58%. And Smirnoff became the most socially engaged liquor brand for the campaign period in NZ, and the third-most engaged brand overall.

Credits

CREATIVE DIRECTORS

Tony Bradbourne, Rob Jack

Design DIRECTOR

Tony Bradbourne

Art Department

Jane Cresswell