Submitted by Digital Voices

Smirnoff x FeverTree Vodka Spritz Influencer Campaign

Digital Voices partnered with 10 UK influencers on Instagram and YouTube for Smirnoff and FeverTree, delivering 2,666,808 Instagram impressions against a 2,000,000 target.

2,666,808Instagram Impressions
99%+Positive Brand Sentiment
316,639YouTube views

Case in 60 seconds

Smirnoff and FeverTree needed to land a simple message about the ease of the Vodka Spritz serve, and the page frames the difficulty as showing it in an occasion setting that cuts through and drives talkability.

The campaign appears to turn on the how-to video being a format audiences already trust for drinks instruction, so the ease of the serve reads as demonstrated rather than claimed when a familiar creator performs it.

Rather than a single scripted demonstration repeated across a roster, the organizing thesis was a traditional how-to video given a personal twist, so each creator framed the Vodka Spritz serve as an occasion of their own.

Digital Voices partnered with 10 UK influencers on Instagram and YouTube, who each demonstrated their own twist on a traditional how-to video sharing how they like to enjoy the Vodka Spritz serve, with the agency handling negotiation, campaign management and creative strategy.

Digital Voices reports 2,666,808 Instagram Impressions against a 2,000,000 target and 316,639 YouTube views against a 250,000 target, alongside 99%+ Positive Brand Sentiment.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Based on the available evidence, the challenge was that a two-ingredient serve offers little to demonstrate, so the work had to build an occasion around the Vodka Spritz to give the simplicity of the serve something to be seen against.
Smirnoff and FeverTree appear together as the components of a single serve rather than as two brands sharing a message, which places both in a supporting role to the Vodka Spritz occasion the creators built.
The brief for each creator to demonstrate their own twist suggests an assumption that audiences accept a drinks recommendation as a personal habit more readily than as an instruction, so the serve travelled through individual preference.

Creative & Execution System

Assets & channels

  • Instagram
  • YouTube
  • how-to video

Partners

  • Digital Voices (lead_agency)

Creator role

  • 10 UK influencers

Results & Evidence

MetricValueResult type
Instagram Impressions2,666,808 Instagram Impressions (2,000,000 Target)impressions
Positive Brand Sentiment99%+ Positive Brand Sentimentperformance
YouTube views316,639 YouTube views (250,000 Target)video_views

Why Digital Voices's strategy worked

  1. 1

    Setting a published target beside each reported figure gives a result a reference point it does not otherwise have, because an impressions number on its own cannot be read as over or under delivery by anybody outside the campaign.

  2. 2

    A format the category already uses, such as the how-to video, carries a functional message about ease more directly than an original creative device, because the audience does not have to learn the format before it reaches the product.

  3. 3

    Splitting a small roster of 10 creators across Instagram and YouTube produces two different result profiles, impressions on one surface and views on the other, so each platform is judged on the measure that surface actually reports.

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