spiritsNEWS

spiritsNEWS June 2024

Launched in early 2024, the campaign aims to remind young adults, especially students, to think about their alcohol consumption and to promote responsible attitudes with “one drink at a time”. The communication tools of the campaign were created by students from the Vern University having participated in a contest for a peer-to-peer campaign to promote moderate consumption

The campaign has achieved significant reach and engagement across multiple platforms. The initiative combined traditional media, social media posts, and influencer partnerships to spread the message of moderation and awareness under the banner of the #MaloPomalo campaign.

KEY ELEMENTS OF THE CAMPAIGN:

1) Four key articles were published across local media outlets, addressing various aspects of alcohol consumption:

• The Stupidest Thing You’ve Done While Drunk – An engaging piece encouraging readers to reflect on past experiences and recognize the negative impact of excessive drinking.
• What is Binge Drinking and Who Performs the Worst in Europe? – An informative article discussing the dangers of binge drinking in a European context.
• Alcohol Knowledge Quiz – An interactive quiz designed to test and improve readers' knowledge about alcohol.
• How Often Young People Drink – Surprising Answers  – A video feature revealing unexpected statistics about the drinking habits of young people.

Each article concluded with a link to a consumer information website and a nod to the #MaloPomalo campaign, driving readers to learn more about responsible drinking.

2) Instagram Engagement with 10 thoughtful posts covering a range of topics such as Understanding standard drinks; Encouraging self-awareness about drinking limits and Tips on resisting peer pressure. Each post ended with the slogan, “Consume responsibly, consume #MaloPomalo,” reinforcing the campaign's core message.

3) Giveaway promoting engagement and creativity. The #MaloPomalo campaign ran a successful giveaway, encouraging followers to participate by submitting creative cocktail proposals and tagging a friend.

4) Influencer Collaborations: Two prominent social media influencers contributed to the campaign with a total of six posts (three Instagram reels, one post, one story set, and one podcast). These collaborations significantly boosted the campaign's visibility, reaching a combined audience of 664,802 people.

CAMPAIGN METRICS: IMPRESSIVE REACH AND ENGAGEMENT

1. The Instagram handle @konzumirajodgovorno saw considerable engagement, with ten posts and nineteen stories attracting 127 new followers, reaching 41,743 people, and generating 84,879 impressions. The most engaging content was the giveaway post, which received 110 likes and 92 comments.
2. Influencer collaborations reached 366,786 people, generated 586,064 impressions, garnered 10,989 likes, and 425 saves.
3. An Instagram influencer’s podcast episode was viewed by 10,000 people, received 350 likes, and amassed 147,600 impressions.
4. The four native media articles collectively reached approximately 246,273 people.

Overall, the #MaloPomalo campaign successfully leveraged a mix of media outlets, social media channels, and influencer partnerships to promote responsible alcohol consumption, achieving substantial reach and engagement.