Submitted by Hoopla MarketingAgency IPI Score 31/100

Sipful Drinks premium cocktail launch

Influencer Marketing

Hoopla Marketing launched Sipful's canned cocktails through a wide micro creator network, every creator carrying an affiliate link and a trackable code.

£225Kmedia value
110Kengagements
1162pieces of content
250influencers engaged

Case in 60 seconds

Sipful had a new brand, a new range of premium canned cocktails and a new website, and needed awareness, education, relevant traffic and sales from a standing start.

A ready to drink product with an ingredient claim has to be explained and shown in use, which one brand asset cannot do but many creators can.

Build a network of micro creators whose engaged followings match the target audience, and make each of them individually accountable for what they deliver.

Creators were researched, validated and personally invited, briefed in detail, given unique affiliate links and trackable codes, amplified with paid social, and the network was optimised monthly.

The agency reports £225K media value, 110K engagements and 250 influencers producing 1162 pieces of content, with no reach, traffic, sales or revenue figure published.

Strategy Breakdown

UK drinkers looking for premium, natural tasting ready to drink options, including outdoor, festival and picnic occasions the founders built the product for.
Canned cocktails carry an assumption of synthetic flavour and low quality, which a premium natural product has to overturn before it can be bought.
Ready to drink is crowded and a new brand has no shelf memory, so awareness and explanation have to happen at the same time.
Sipful positioned itself as classic cocktails made easy, using 100 per cent natural fruit and flavours in a 250ml recyclable can.
People try an unfamiliar drink when someone they follow is visibly drinking it in a situation they recognise, and they buy when the route to purchase is one tap away.

Creative & Execution System

Assets & channels

  • Creator content across their own social channels
  • Social media campaigns amplifying creator activity to target audiences
  • Campaign content library collected and reported monthly

Partners

  • Hoopla Marketing

Participation mechanic

  • Creators researched, validated and personally invited into the campaign
  • Detailed creative briefs issued for content development
  • Unique affiliate links and trackable codes per creator
  • Commission paid to the best performing creators
  • Monthly optimisation of the creator network

Creator role

  • Demonstrating the product and explaining the natural ingredient claim
  • Carrying affiliate links and codes to the new website
  • Producing content at volume across the launch period

Results & Evidence

MetricValue
Engagements110K
Pieces of Content1162
Media Value£225K
Number of Creators250

Why Hoopla Marketing's strategy worked

  1. 1

    A launch brand with no name recognition needs breadth of creators and repeated exposure rather than one large partnership.

  2. 2

    250 influencers producing 1162 pieces of content works out at roughly five assets each, which is consistent with the wide, shallow micro creator approach described.

  3. 3

    Unique affiliate links and codes let a startup treat creator marketing as a performance line, with commission paid to the creators who sell.

  4. 4

    Monthly reporting and monthly network optimisation turn a launch burst into a channel that can be improved rather than repeated.

  5. 5

    A product claim like 100 per cent natural fruit needs demonstration and explanation, which creator content can carry and a pack shot cannot.

Related Case studies