The social-first ad is served as an Instagram Story with a ‘Swipe Up’ link that encourages users to take part in the giveaway, with the chance of winning Kopparberg prizes. Participants are encouraged to share the story with their friends through direct messages and to ‘pass the present’ before following the link to see if they have won. Each new person who receives a DM from a friend will get a different prize if they win. Prizes on offer include Kopparberg glassware, tote bags and packs of Hard Seltzer.
‘Pass the Present’ is part of an ongoing creative partnership between Kopparberg and Born Social, helping to maintain the brand’s cultural relevance through engaging social content.
“Social first is how we approach everything at Born Social,” says Liam Shanahan, Account Director, Born Social. “We wanted to come up with a way of giving away gifts that felt inclusive and tapped into user behaviour around sharing DMs with your closest friends. What we love about the idea is that once it’s out there it takes on a life of its own as people interact with it and share it through dark social.”
“After what’s been a really challenging year for many, we wanted to use our Kopparberg UK social media channels to spread a bit of joy this festive season,” said Kopparberg UK Digital Media Manager, Nicola Fairchild. “We’re a small team here in the UK and can’t thank our fans enough for all the likes, comments and interactions we’ve shared this year, and for their endless support for the new products we’ve launched in 2020 – including Rum, Hard Seltzer and Pear Gin. Innovation lies at the heart of the Kopparberg brand and we’re delighted to be working alongside Born Social to deliver this original, social-first campaign.”