Beefeater Pink

What was the challenge?

Goat has been working with Pernod Ricard since 2016, delivering campaigns for brands like Absolut, Malibu, Jameson and Chivas. For this particular campaign, we were challenged to drive engagement, cut-through and cultural relevance for the launch of the new Beefeater Pink Gin across the UK, US, Australia, Denmark and France. 

What did we do?

Playing on the famous line from millennial cult classic movie, ‘Mean Girls’, we decided to base the influencer campaign on a hashtag:

#OnWednesdaysWeDrinkPink

We leveraged local market influencers to create content with a ‘pink focus’ and, crucially, ensured content only went live on Wednesdays. 

We also developed a bespoke influencer cocktail guide and gifted cocktail kits along with Pinterest inspired tips and branded carafes to ensure the content was tantalisingly ‘Instagrammable’.

What were the results?

The reaction on social was incredible. Consumers loved the hashtag and immediately starting creating their own versions, with a huge uptake in UGC every Wednesday across the campaign term. 

The campaign drove an astonishing 4 million engagements on Instagram with the hashtag even trending in the UK. We also saw a 1500% increase in organic UGC month on month.