The Goal

Lillet - The Goal
  • Raise
    awareness of Lillet among trendsetting millennial women in key turning urban markets
  • POSITION
    the aperitif as a trendy and chic lifestyle experience

The Plan

Lillet - The Plan
  • DESIGN
    event-driven programming in partnership with a well-aligned fashion label to bring the aperitif occasion to life
  • DEVELOP
    a co-branded retail collaboration and a charitable tie-in to create a ‘call-to-action’ for media and consumers
  • LEVERAGE
    retail, nonprofit and influencer partnerships to amplify

The Execution

Lillet - The Execution
  • LAUNCH THE MALIA MILLS X LILLET APERITIF SHOP
    featuring original designs handpicked to complement the summer’s best ‘aperitif occasions
  • HOST POP-UP ‘APERITIF HOUR’ EVENTS
    at local Malia Mills stores for media, influencers and VIP shoppers
  • ENGAGE INFLUENCERS AS HONORARY LILLET STYLE AM
    to raise awareness via the creation of pre-and-post event content promoted via their blog and social channels
  • CONDUCT MEDIA OUTREACH AND PITCHING,
    earning coverage in outlets like Food & Wine, VinePair, Paste and Good Housekeeping
  • COLLABORATE CLOSELY WITH PARTNERS
    to cross-promote the collection and pop-up events

The Results

AWARENESS & TRIAL AMONG WOMEN WITH INFLUENCE

the collaboration and key market events exposed numerous well-healed shoppers to the Lillet brand

1.29 MILLION TOTAL REACH

through influencer partner blog posts, Instagram posts and Instagram stories

57 MILLION MEDIA IMPRESSIONS

in national outlets such as Brit+Co, Food & Wine, Good Housekeeping, Paste, Redbook, The Daily Meal, The Kitchn and VinePair

$4,850 IN CHARITABLE FUNDS

for Course of Trade

Lillet - The Results

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