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Role

Strategist

Overview

Agency

VMLY&R

As Absolut’s global social AOR, VMLY&R was tasked with building the brand's community on social. Just in time for the holidays, we were asked to engage the community on Twitter.

Target Audience

Progressive Connectors (Legal Drinking Age - 35)

  • They’re Creative: They constantly looking to express themselves via music, fashion, art and social media.

  • They’re Culture Enthusiasts: They’re plugged into a range of scenes. They introduce their friends to what’s happening in news, art and internet culture.

  • They’re Social. Their friends are their family. They spend a lot of time bonding via social media, but value every moment together in-person as an opportunity to make memories.

Community Engagement Activation

Show Progressive Connectors that Absolut is an agent in internet culture.

Challenge

Insight

Progressive Connectors use Twitter like one big group chat where they can personality interact with one another via threads, quote tweets, gifs, and react pics. 

Strategy

Absolut adds spirit to key moments in culture—such as the holidays.

Idea

Carol Your Tweets