Authentic Italian gin brand, Malfy Gin, wanted to create a unique influencer campaign for the 2023 summer selling period – a crucial time for consumers to discover and enjoy. The brand wanted to create a campaign led by one macro-influencer that could by amplified by a variety of other influencers in an organic and paid capacity. The goal of the campaign was increased awareness as well as conversions to sales of a less popular gin flavor, Arancia (Blood Orange).
In early summer 2023, Magrino tasked macro-influencer Erin O’Brien (618k followers), known Italophile and frequent tourist to the Amalfi Coast, with creating two recipes and cocktails inspired by Italy using two Malfy Gin flavors: Arancia and Limone. The first recipe and cocktail was used to create a consumer-facing cocktail kit and e-commerce integration on Sourced Craft Cocktails. To amplify the kit’s creation, Magrino sent the kit to six unpaid macro-influencers as well as contracted an additional micro-influencer to create content for it and spread awareness.
The content, which went live throughout the month of June, yielded 324,207 impressions, 7,145 engagements, 1,687 link clicks, and 31 pieces of published content (including 11 from paid influencers and 20 from organic influencers). 784 kits were sold to consumers across the country, with a conversion rate of 46%.