Linqia delivered a unique twist to a campaign to help Three Olives raise awareness of their new rosé vodka. Partnering with Arena, part of the Havas Media Group, Three Olives developed a new campaign around otherness and #voséallday. With a message of “Finding Otherness,” this campaign celebrated anomalies, peculiarities, and eccentricities.
Three Olives turned to Linqia to active influences across the United States. Adding a new flavor to a crowded vodka market, the new drink was positioned as a refreshing flavor that could be enjoyed at night, as well as during the day.
Linqia’s role
Linqia was tasked with helping to identify the right influencers to create compelling and engaging content. First, Linqia started by understanding the unique campaign needs and types of influencers needed to match the campaign style of “Finding Otherness.” Three Olives wanted a distinctive group of influencers who embraced their individuality, sought out fun moments and cast boring to the wind. Linqia’s team matched influencers with Three Olives that had an authentic voice and a unique otherness story to share.
Campaign objectives and process
Over two months, Linqia uncovered more than two dozen unique influencers using their PerformanceMatch™ technology who were activated in two similar campaigns. Overall, the campaign leveraged a diverse cross-section of influencers covering interests from lifestyle, active living, fashion, culture, DIY, and beverages.
The content
Influencers were tasked with creating content around both National Wine Day and National Rose Day. Generating buzz and engagement, influencers shared hundreds of remarkable images that showed how Three Olives Rosé could be used in many settings, both in the daytime and at night. Influencers also incorporated the #voséallday hashtag and motif into their lifestyle, creating cool, playful content.
Following the organic campaign, Linqia’s PerformanceLift™ technology analysed the content produced with various permutations across a series of creative tests to determine the highest performing ads to activate on Instagram. The technology found the 17 best ads for the first flight and 15 for the second, which then ran on Instagram for another month. This enabled Three Olives to extend the reach and engagement of the rosé vodka campaign for two additional months.
The results
To measure the effectiveness of the campaign, Three Olives leveraged the Linqia Intelligence Suite. The ad creative impact was measured with Linqia partner Dynata, formerly Research Now SSI. Dynata works with a panel of more than 11 million deeply profiled consumers to determine ad campaign effectiveness. For this particular campaign, Dynata asked a series of questions about both the brand and the product of the two panels – one exposed to the ad and one that isn’t – collecting 450 total responses.
Validating the power of the influencer, the results were impressive:
- Brand awareness for the new Rosé vodka increased by almost 27% after exposure to the Linqia influencer ad creative
- Purchase intent for the new vodka also increased more than 10%
- Brand perceptions also went up, with an increase across all categories including “high quality” and “like to be seen drinking”
Why Linqia succeeded
Linqia was able to show the power of the influencer on a brand campaign and the quality of the content they produced.
In addition to the ad creative lift study, the campaign also delivered engaging organic and paid engagement.
- Linqia influencers created more than 100 original, high-quality pieces of content including, photographs, videos, and blog posts
- Across all the touchpoints, the average engagement rate was 27%
- The campaign attracted over 200MM impressions across paid and organic channels
