Social is where I started and where I continue to try and keep up with gen z.

ROCKSHORE: GIFMAS

CHALLENGE

Rockshore Lager had recently launched in Ireland – the most successful launch of any new offering from St James’ Gate – and were looking for some social first ideas to put the brand in the middle of their audience.

INSIGHT

At this time, Instagram GIFs, or stickers, were in their infancy. People were starting to use these stickers as a means of expressing themselves. We saw an opportunity to put Rockshore straight into the conversation.

IDEA

We launched Rockshore Gifmas, a Christmas piece done through these new animated features on IG stories. This was the first campaign of its kind in Ireland and took some figuring-things-out and working directly with Giphy to get the stickers up. It got Rockshore into its audience’s conversations in a whole new way and took home Gold for Beers, Wine and Spirits; Gold for Best Use of Small Budget; Silver for Best Use of Digital; and Silver for Best Promotional Innovation at the APMC Awards.