Not a numbers person?
There are other ways to measure an influencer campaign’s success (aka. via words), and our partnership with ALBA (and their ready-to-drink tequila) has proven exactly that.
Spoiler: It’s all in the comments… Which is a crucial engagement metric too.
ALBA has long been beloved in New Zealand.
Their next obvious milestone? World domination.
So, when the brand sought to bring their rave-worthy beveraginos to Aussie shores, our mission was clear. Make a splash, get noticed, then become the go-to ready-to-drink summer cocktail in a market already brimming with options…
Sticki brought to the table a three-month game plan, where we opted for the mass-micro influencer route. Sure, macro influencers and nano influencers were potential options, but micro-creators are ideal for getting a brand “seen everywhere” – without feeling in-your-face.
Simple but strategic. Success in this mass-micro influencer campaign depended on showing up in the right places, at the right times, with the right creators who speak to the right audiences.
Loads of right moves needed… But breaking it down looks a little like:
🎯 On the brief.
Keeping this very broad, and letting content creators’ personal brands shine through. This campaign wasn’t about the hard sell. Creators were encouraged to incorporate ALBA into their usual routines as a natural part of their world.
Whether it was a DITL, a Friday fit check, or an honest taste test, subtle product placements were key.
🎯 On content creators.
In terms of creator sourcing, we enlisted micro-influencers within the following niches: Fashion Influencers, Lifestyle, Food Influencers & Product Reviews.
We partnered with 8-10 creators every month, always in compliance with Australian alcohol advertising guidelines – which meant our micro-influencers had to be over 25.
Take this as our reminder to always keep legalities in mind during your next influencer campaign planning, with emphasis on the nuances of your specific niche.
🎯 On the cadence.
Consistency. By rolling out fresh content monthly, with a roster of fresh faces, we kept ALBA in the conversation whilst broadening the brand’s reach as well.
Never in-your-face but impossible to ignore, because how is it that ALL your favourite Aussie content creators are sipping on the same (very aesthetic) can of margarita?!
And with that, ALBA slipped into Aussie feeds seamlessly.
Not necessarily as the star of every post, but as the thread that tied them together.
Our talented content creators created intrigue and familiarity over time, gradually positioning ALBA as the drink you’d always want in your hand…
Here’s where things get extra exciting.
TikTok and Instagram comments are a crucial measure of content performance too.
And when it came to ALBA’s comment section and brand mentions, we witnessed a full-blown evolution in our month-on-month audience sentiment analysis.
As anticipated, content pieces that resonated most were unapologetically real.
From micro-influencers showcasing their perfect picnic set-up (incomplete without ALBA, of course) to off-duty fashionistas casually sipping tequila during a GRWM, this campaign = Effortlessly aspirational. So much so that the only thing left to ask was: “Where can I get one?”
Epitome of immaculate vibes. From the pacing to the editing to sound, something about this video content by @maggiemaiehayden is so Melbourne – in a way that makes you want to get up, get dressed, grab the girls (plus a couple cans of ALBA) and enjoy a sweet summer darty.
Here’s @jordhodges with a taste test one, and tell us it isn’t the snappiest (*in a good way!) and most engaging review-style TikTok you’ve seen. From Grapefruit, Coconut, Chili to the OG Margarita, the hype that Jordan’s built for these have us running to stores to try them ourselves.
And a taste test challenge: How does ALBA compare to a homemade margarita? @jasyan_ puts this to the test, with a different approach to getting truly authentic product reviews – before sprinkling in a CTA directing viewers to First Choice stores / drinkalba.com
Be honest. Isn’t half the fun of a picnic just showing off how aesthetically pleasing your set-up looks? And we can ALL take inspo from @romaneevirgara’s stunning poolside picnic, equipped with a delicious fruit spread plus ALBA as her drink of choice. We love it here.
With an impressive 24.53% engagement rate, @alyssa.forato’s GRWM-style piece involved repeated (yet subtle!) presence of ALBA throughout – which reinforces brand recall as the drink stays constantly top of mind. One takeaway from this video? Sync your editing with the music. You’ll hold viewer attention from start to finish.
In just three months, ALBA went from “What’s that?” to brand loyalty / bona fide fan favourite.
Our campaign was a masterclass in embedding a brand into conversations, feeds, and summer plans. Through thoughtful creator selection, authentic content creation, and consistent posting frequency, we see this through an evolving comment section that proved how with the right strategy, influencer marketing can turn an unknown name into something widely beloved.
In the world of product launches and community building, ALBA’s wasn’t just a splash – it was the start of a wave; one an Influencer Marketing Agency like us could not be prouder of.
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