LYRES
SA Launch
Brlef
Lyre’s, the world’s most awarded non-alcoholic spirit, needed a launch campaign in South Afric. The problem is, that South Africans aren’t the biggest non-alc fans. We were tasked with launching the brand in a disruptive way across P.R. and influencers that got the brand name out there and made sure South Africans took notice.
what we dld
We launched the brand using engaging, seasonally relevant content and activated a category growth strategy building brand awareness and reach in key markets. We hosted two media masterclasses in JHB and CPT while delivering 200 bottles of Lyre’s to influential media as well as onboarding influencer across a range of niches to ensure a broad reach and mass UGC content generation.
Results
We achieved the best performance for Lyres across all global Dry January campaigns resulting in key listings in stores and on-prem.
51m
reach
4.2m
EARNED MEDIA VALUE
12:1PR
return on investment
154k
ENGAGEMENTS
channels
- P.R
- INFLUENCERS
- ACTIVATIONS
