19 July 2017
For Disaronno’s latest UK event, House created the first ever social-media led Disaronno Terrace at Shoreditch’s Ace Hotel.
We knew that the brand’s target audience of young women are big Instagram users, but with 60 million photos uploaded to Instagram each day, we needed a campaign that would cut through the mass of imagery and grab their attention. It was also critical to remain true to the brand’s fashionable, design-focused credentials.
Using the London skyline as a backdrop, more than 50 of the UK’s best-known lifestyle Instagrammers vied with each other to create the perfect summer shot of the Disaronno Sour. On the hottest day of the year, users clicking on the #DISARONNOSourHour hashtag saw numerous, beautifully-shot images of the Disaronno Sour being enjoyed by their favourite Instagrammers at the exclusive rooftop party.
The total reach for the campaign was 9,151,835 Instagram users, a 180% increase on the original target. The content resulted in 225,041 total likes and 1,372 individual comments, generating a cost per view of just £0.001. Influencers helped to drive social media fans into bars up and down the country asking for their own Disaronno Sour.
Over 2,000 consumers, celebrities and media attended the series and nearly 3 million consumers were reached by celebrity social content from the launch party alone. A whopping 1,500 attendees got snapped in our giant Disaronno bottle photobooth, with all images uploaded directly to Facebook.