Goal
Increase awareness for Inniskillin wines amongst younger audiences without disturbing their relationship with their core consumer; understand and analyze how “wine cocktail” messaging resonates amongst all segments.
The campaign
Crafting the perfect wine cocktail is a work of art, so who better to partner with than 7 young creators? Inniskillin collaborated with each creator to develop their own wine cocktail recipes, showcasing an elevated and editorial-style aesthetic. The content was then shared across Instagram Reels and Stories to encourage engagement. The wine cocktail campaign was a huge success among young audiences, achieving a 19pt increase in consideration for Gen X and a 22pt increase in consideration for Gen Y.
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General Mills was looking to improve consumers’ health perceptions around the Whole Grain product family as a healthier cereal option—particularly among its primary target group of mothers.
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General Mills worked with #paid to leverage some of the top health and wellness creators across Canada to grow their voice in the healthy cereal space and change perceptions around whole grains being a healthy cereal option. To ensure their message would resonate, they targeted women between 25 and 54, partnering with four creators on Instagram.
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General Mills was looking to improve consumers’ health perceptions around the Whole Grain product family as a healthier cereal option—particularly among its primary target group of mothers.
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