The objectives of the Rollin Tennessee Whiskey campaign on the Vamp platform was three-fold. To improve brand recognition of Rollins Tennessee Whiskey which was launching in Australia, create affinity with potential customers, and generate awareness for the quality of their product within a competitive market. Rollins engaged 17 influencers on the Vamp platform whose identities aligned with the brand’s values. We selected real whiskey lovers who could create high quality content. The influencer produced content was published on an editorial micro-site Made by Tennessee and also amplified in paid media ads.
We’re not just a pretty face
The assets re-purposed into paid media got 8.9 million impressions and delivered click-through rates well above the benchmark. Our microsite also drove 12,500+ page views during the campaign period. Influencers drove the highest average session duration on the micro-site,157% higher than the paid media ads. Proving their worth as trusted endorsers.