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CASE STUDY: Triibe, a new Celtic liquor launch to students

Provided by Campus Group
Triibe was promoted to students using a variety of events and on-campus hype.

What was the Challenge / Background of the Campaign?

Triibe is a new Celtic liquor trying to branch into the trendy alcohol industry. With a unique recipe consisting of hints of chocolate, vanilla and caramel, this Irish whiskey has been infused with honey and royal jelly to create a clear liquor. With bottles only being sold in Selfridge's initially, the objective was to launch the product solely to the student market with expansion thereafter, and create demand among regional clubs to stock and sell the product.

What was the Campaign Objective?

- To introduce and raise awareness of Triibe to the student market. - Identify and pitch Triibe into student venues on and off campus. - Organise launch parties at the venues to encourage trial.

What was the Solution?

Through a Student Brand Manager (SBMs) campaign, Triibe was promoted to students using a variety of events and on-campus hype. SBMs solicited local student club events where Triibe piggybacked and encourage stocking. Pre-promotion of the night via posters, door hangers, social networking, and word of mouth. Students were encouraged to arrive at club night in Triibal dress with mates, photos taken to win tickets to Snow Bombing Festival. Data capture, free giveaways of Triibal key rings, bandannas & banner pens. Event night cocktails available to drive sales at the bar.

What were the Results?

SBMs identified over 50 venues for potential trials, met with bar staff for sample, discussion of supporting the campaign. Relayed all feedback to client sales team. 4 trial events, followed by 14 events across the nation. Promotional distribution to increase exposure of events and participation in the competition, PR secured in campus publications. Entertainment such as tribal dancers and break dancers were secured by SBMs to enhance the event. Each event avg 90% capacity & 1,000 shots sold, OTS 326k across 14 uni. Over 50 bars now stock Triibe on a regular basis.

What were the Key Learnings of this Campaign?

While students are setting their recreational habits at university, it is essential to speak to them on their level in order to introduce new products for them to bond with. Establishing Triibe as a stocked item for the night set the standard that they had been missing out on ordering it, and the event prompted them to request by name. Giving something back to the students is also essential, and the competition for tickets and encouraging students to dress in Triibal attire encouraged a togetherness that is often only mentioned by other alcohol brands.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsStudent market, 18-24 year olds at university
16 - 24Both
Students
OUTDOOR
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSEXPERIENTIAL
SAMPLING
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