TEASE

First, we got our fans on social thinking about a White Claw holiday rom-com.

LAUNCH

Then, we activated our influencers to post holiday rom-com spoofs featuring The Holiday Super Claw cocktail recipe. We worked with ten influencers in total, these were just my two favorites.

SUSTAIN

In the spirit of the holidays, we gave people a fun way to make the perfect Super Claw: Ice Molds in the shape of a shot glass.

We gave the Super Claw Ice Molds to our fans through a sweepstakes on our social. We made custom packaging, and filled each box with a tongue-in-cheek instruction list on how to make ice.

To announce the sweepstakes, we released this his promo video we shot ourselves. 

It ended up being the highest-performing organic social asset of the year for White Claw, setting new benchmarks for impressions and engagement rate. Plus, they gained 1,000 followers in the 24 hours after the post went up.

Made at VCCP NY with Michelle Greeley