Negroni Week by Campari

Alongside Campari, Voltage X celebrated the 100th year anniversary for the classic Negroni cocktail. One of the main objectives was to maximise the exposure of the cocktail to the people in Hong Kong during the annual Negroni Week.

Strategy

Voltage X provided an integrated marketing campaign as Negroni Week consisted of a series of events and collaborations during the week. Voltage X utilised the diversity of the campaign and reached out to our target audience through media relations, KOL strategy and social viral campaigns. Voltage X also implemented influencer marketing strategies. We collaborated with relevant KOLs/celebrities and organised a KOL night to gain further exposure for not only Campari and Negroni Week but also for the F&B partners.

Key Result

As a result, more than 80 media coverages were achieved within 1 month, including top-tier publications like Ming Pao Daily, Cosmopolitan HK, Sing Tao Daily, Prestige and Hong Kong Tatler, which resulted in a PR value gained exceeding HK$5 million. The KOL night was successfully hosted to increase and boost brand exposure for Campari, Negroni Week and the F&B partners. The social media campaign successfully engaged a younger audience and Facebook and Instagram following grew by 46% and 118% respectively during the campaign period.

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