BWS wants to be the go-to choice for young people by positioning it as the “cool” place to shop for alcohol. Young consumers value authenticity, so I prioritized real and transparent influencers, and selected a diverse group who embody an "unboring" vibe who tap into niche passions to connect to community. I created unique, engaging content opportunities and personalized events true to each influencer's style, promoting organic sharing and brand affinity.
The program successfully connected BWS to more than 2.5M young consumers by leveraging authentic, diverse influencers and creating unique, shareable content and experiences, enhancing brand perception and loyalty.
Role: Art Direction (Social and experiential) & Influencer Strategy
Client: BWS (Australia's largest liquor retailer)
