RumHaven

TROPICAL TWIST TO THE HOLIDAYS

November & December 2020

Many consumers associate coconut rum with the summer, causing the rum category to dip during the holidays. We sought to bring RumHaven top-of-mind for our audience by inspiring them to bring a tropical twist to their holiday season.

Inspired by the insight that consumers were looking for ways to make the holidays feel special among all the 2020 canceled events and traditions, I briefed four content creators to develop video content that showed tips and tricks on bringing a touch of the tropics to an aspect of the holidays. Video content was posted on IG platforms with a CTA sending consumers to our site to enter for a chance to win a tropical holiday kit. Each video was paired with a blog providing more tips for our consumers.

Additionally, an engaging quiz was created for the RumHaven to see what your holiday persona (and cocktail to match) is, and social media content on the RumHaven page supported the concept of bringing the tropics to your holidays.

INFLUENCER CONTENT

I worked closely with each influencer to sign them for RumHaven, brief them on the content and direct on final edits. The objective for the videos was to provide our audience with fun, actionable tips for bringing a tropical touch to one aspect of the holidays, such as your holiday photos, entertaining set up and decorating. Each video was posted on the content creator's own platform with paid support, as well as RumHaven's platforms.

QUIZ

In order to continue engaging the consumer past their giveaway entry, I wrote an engaging quiz that helped consumers discover their holiday persona and the cocktail to match.