Elevator Recently the ELEVATOR team was tasked with helping Aquilini Brands launch their new vodka soda line, Boldr Hard Soda, across Western Canada.
Part of this mandate was to organize an organic influencer campaign with key influencers in Western Canada in the beverage and lifestyle space to share the news of the launch.
We knew that we had to develop an idea that goes beyond the traditional product-focused mailer, to help us stand out in a very overcrowded market. We wanted to create a mailer that would help us stand out from our many competitors.
First, we identified the necessary steps in approaching this task in order to gain more brand awareness for Boldr.
Understand the brand
The first step in all product mailers/PR kit execution is ensuring that you fully understand the brand. Understanding what makes their product stand out and things like the tone and look and feel of the brand is crucial to ensure everything we do from this point aligns with this.
Identify the consumer
If the right messaging is delivered to the wrong people, is there any impact? The answer is probably not (unless you got lucky). The next step is developing your list of dream recipients. Who would be interested in trying this product? Who needs to know about this brand? Who would this product be perfect for?
In our case, we started with developing a list of Western Canadian Influencers aged 19+ who fit the key consumer description: Outdoorsy, health-conscious, adventurous and would enjoy a cool drink with refreshing, bold flavour.
How can we be Boldr?
With a tagline “Live Boldr” we knew our mailers had to give off the same energy. Based on the adventurous nature of the influencer we were reaching out to, we settled on using coolers as the packaging, which is perfect for a brand like Boldr. We decided that YETI coolers would help us stand out and get influencers really excited about the experience.
When it comes to product mailers are an important part of the tactical strategy to create more authentic brand awareness. It’s the personalized touch and extra attention to detail that leaves a lasting impression with the recipients. We thought, what else would be the perfect addition to those outdoor summer adventures and late nights with friends? We decided to include a curated Spotify playlist full of Canadian summer jams, with a set of wireless headphones and Boldr-branded swag.
Monitor the response
All in all, our goal was to delight the Influencers with a mailer that goes above and beyond, featuring products we anticipate they’ll like (and with a product like Boldr there’s a good chance they’ll love it). The response we saw was extremely positive, with influencers sharing strong organic content with a reach of over 340,000. The influencers also provided testimonials about their experience, with 100% positive feedback overall.
Our next phase of this Influencer program will be even bigger and “Boldr”.