We were tasked by Southern Comfort to awaken the classic brand to a new youth audience on social media, embodying the infamous Spirit of New Orleans and the brand heritage along the way. Mardi Gras is a key calendar event for the brand and a time they can really take a leading role in the party scene, due to their link to the origin of Mardi Gras - New Orleans.
Our aim was to showcase the Southern Comfort product, brand values and serves, engage and grow a new community of party-goers, engage with relevant & authentic influencers who share the brand ethos and build excitement & drive ticket sales for their Mardi Gras event, hosted at Leake Street Arches.
From ideation to planning, to photoshoots and post-production, we created our ‘In The Krewe’ social campaign which ran from the New Year through to the event at the end of February. Through dynamic TikTok-style reels, stunning and vibrant model content and playful and cohesive cocktail photography, we brought the Mardi Gras spirit to the UK to kick off a new party season with a bang!
Our ‘In The Krewe’ photoshoot saw the heightened fantasy of Mardi Gras brought to the streets of Shoreditch as our models and influencers dressed to the nines in hand made glittering costumes covered in feathers, headdresses and stunning make up by the In Your Dreams team, danced, laughed and celebrated the occasion. The dynamic and vibrant shoots splashed onto social in the New Year, brightening up a dull and dark dry January for many, giving the inspiration everyone needed to get dressed up with your friends and party!
The campaign was a huge success, landing the client 64 pieces of PR, a sold out Mardi Gras event and a huge 5.7 million impressions. We saw huge success with a new educational strand, pivotal to this campaign with our UK audience where Mardi Gras is not widely known and celebrated. Bringing a New Orleans tradition to the UK in a very wet and windy February for the first party of the year was our challenge to tackle and we are thrilled with the impact the vibrant campaign has seen on social.
Launched our paid reels strategy, CPR (cost per result) of £0.01
New GIFs showing the whole process of make a cocktail £0.01. Also tested on 18-25yr olds it worked particularly well.