Brief 

Naloi Media Group was commissioned by Aperol Canada to work on a local Ontario-based campaign for the holidays that would lift spirits of Canadians and keep Aperol top of mind for micro and virtual holiday events

Objectives

• Reinforce Aperol Spritz as Italy’s most iconic Aperitivo Cocktail and defend its  turf as the go-to drink to enjoy during the Aperitivo Hour
• Reinforce Aperol Spritz as the perfect cocktail for holiday festivities and not just a summer cocktail
• Educate consumers on the REAL Aperol Spritz recipe
• Spread joy by hosting 12 exciting giveaways 
• Continue to build awareness around Aperol and the Aperol Spritz kit at the LCBO
• Drive trial and build loyalty with Aperol’s target audience during the holiday season and going into the new year
• Grow Aperol Canada’s Instagram followers

Strategy

Naloi Media Group developed a four-part marketing campaign:

Phase one: Developed a strategic partnership with Afrim Pristine, of The Cheese Boutique to create video and photography content to kick-off the campaign. 

Content pieces developed:

• 1 Video: How to make an aperitivo board
• 1 Video: Teaser video for aperitivo board how-to
• 1 Video: How=to make an Aperol Spritz
• 9 Lifestyle images

Phase two: Identified 12 Influencers in Ontario aligned with Aperol’s target audience to host giveaways from December 7th – December 18th. Each day, one new giveaway launched, with the first beginning with Afrim Pristine. Prize winners won an Aperitivo kit, with cheese board ingredients courtesy of Cheese Boutique and an exclusive Aperol Spritz kit.

Phase three: Worked with one influencer, Jennifer Weatherhead, on a national broadcast tour placing Aperol on CTV News Winnipeg, CTV News Calgary and CHCH Morning Live.

Phase four: To encourage momentum from the 12 Days of Spritzmas giveaways, we extended the program into a secondary campaign leading up to New Years Eve. We worked with six Spritzmas influencers to promote the Aperol Spritz recipe by developing 6 Instagram tutorial videos on making the perfect serve. 

Results 

• TV Broadcast Media Impressions (CTV News Winnipeg, Calgary and CHCH Morning Live): 1.1M
• Total social media reach: 269,220
• Total social media impressions: 275,682
• Total giveaway entries: 9,515
• Total social media video views: 23,531
• Total social media engagement: 23,545
• Aperol spritz Instagram account growth: 23% (in 3 weeks)
• Total pieces of content developed: 77