Negroni Week by Campari - Media Relations and Social Media Campaign

Overview

Alongside Campari, Voltage celebrated the 100th year anniversary for the classic Negroni cocktail. One of the main objectives was to maximise the exposure of the cocktail to the people in Hong Kong during the annual Negroni Week.

Strategy

Integrated Marketing Campaign - Negroni Week consisted of a series of events and collaborations during the week. Voltage has utilised the diversity of the campaign and reached out to our target audience through media relations, KOL strategy and social viral campaign. Influencer Marketing Strategies - We have collaborated with relevant KOL/celebrities and organised a KOL night to gain further exposure for not only Campari and Negroni Week but also for the F&B partners.

Results

• Within 1 month, more than 80 media coverages were achieved including top tier publications like Ming Pao Daily, Cosmopolitan HK, Sing Tao Daily, Prestige and Hong Kong Tatler. PR value exceeded HK$5,000,000 • The KOL night was successfully hosted to increase and boost brand exposure for Campari, Negroni Week and F&B brands • The social media campaign has successfully engaged a younger audience. Facebook and IG following grew by 46% and 118% respectively during the campaign period.

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