Situation
With flavored vodka sales in decline, UV Vodka needed a new way to connect to the next generation of drinkers. That’s when MaketingLab created UV Salute to Heroes, a cause campaign that donated funds to help veterans find meaningful employment. After four successful years, we expanded the program in 2019 to support first responders affected by the 2018 Camp Fires.
Insight
One shared passion of millennials and UV is their support and admiration for our country’s heroes. By welcoming first responders into the UV Salute to Heroes family, we reconnected UV to its millennial consumer through shared values, renewed their interest in the program, and inspired them to take action.
Solution
MarketingLab brought the 2019 UV Salute to Heroes program to life with an integrated retail, social, and digital campaign partnering with theCHIVE and Chive Charities on several tactics.
Backed by actionable VOS and DSX insights, all elements worked in unison to create awareness, encourage purchase, and drive participation. UV donated $52,000 in support of the brave men and women affected by the 2018 CA Camp Fires.
Campaign/Project Duration
2.5 months
Market(s)
National
Retailer(s)
Independent and mid-level liquor stores and chains
Media
Social and digital
Partnership(s)
Chive Charities and
Chive Media Group
POS
Pop N Lock Display, Case Card, Case Tucker, Shelf Sign, 50ml Bucket, Bottle Koozie, Table Tent, Poster, Mail-in Rebate
MarketingLab IP
Voice of Shopper (VOS) Research
Digital Shopping Experience (DSX®)
SellCheck
Tactics
POS
All on-premise and in-store elements worked together to create awareness, encourage participation, and drive purchase via a mail-in rebate program.
Mini Documentary
UV Vodka and theCHIVE visited three first responder families affected by the 2018 CA Camp Fires. Their stories of courage and grit were shared via an online video that garnered 7.7K views.
Giphy Stickers
To enhance our social content we created program-focused Giphy stickers that are extremely popular among UV fans. They garnered 65M views on UV’s Giphy channel.
Social Posts
With our #UVSaluteYourHero campaign, every time consumers commented on UV Vodka’s social pages or shared photos of their heroes, an extra donation was made in support of first responders.