Between March 14-18th 2017, Pursuit sent 12 lifestyle influencers from New York and Los Angeles to SXSW in Austin, Texas in partnership with Kimo Sabe Mezcal; the official Mezcal sponsor of SXSW. Our team amplified Kimo Sabe’s positioning of “Trusted Friend” during the festival with 5.4 Million total social media users who vicariously experienced the lifestyle of Kimo Sabe through the stories shared by the creators they trust.
By sharing authentic stories and posts around 12 creators meeting for the first time at SXSW, we were able to weave a story of discovery and delight and transcend the physical limitations of SXSW and traditional marketing for the Millennial consumer through the eyes of influencers.
With a strategic social media campaign we achieved:
1. Brand awareness for KIMO SABE MEZCAL as The Official Mezcal Sponsor of SXSW and as a Trusted Friend
2. Social media mentions for KIMO SABE MEZCAL
3. Provided KIMO SABE with a share of voice in the liquor category, beyond the SXSW festival
“Millennials listen to each other on the social channels that they use. 68% of 18 to 34-year-olds agree that their peers’ social posts are ‘somewhat likely’ (or better) to influence them into making a purchase” – Millennials Are Hugely Influential Among Peers on Social Media, ADWEEK
