246% of the link-click goal
Absolut · Born to Mix
- Client
- Absolut
- Market
- Nigeria
- Sector
- Beverages
- Objective
- Clicks
169Kclicks to drinks.ng
The challenge
Absolut is building a year-long creator platform in Nigeria around its global idea, Born to Mix. Here mixing means more than cocktails: it is people, cultures, fashion, music and moments coming together. Phase one had to earn Absolut a natural place in that culture among Nigerians of drinking age.
Make Absolut part of how Nigeria mixes: people, cultures, fashion and music.
How we ran it
We paired one big voice for reach with smaller creators whose audiences hang on their every post, across lifestyle and fashion, social scenarios, the cocktail ritual and menswear, joined later by two more for nightlife and community.
Rather than hand out a script, we asked each creator to translate Born to Mix into their own world, and we led with participation: questions and scenarios, like "What role do you play?", that invited people to answer rather than just watch. Week by week, paid media went behind the strongest Reels.
Creators 6 creators, 7 Reels
The creators
Lifestyle and fashion creator
The awareness engine of the campaign: 10.7 million tracked reach and 95% of all link clicks.
Social commentary creator
A "What role do you play?" Reel with the best click-through and paid engagement rates of the campaign.
Food and drink creator
Made the mixing ritual her own, with the highest organic engagement rate on the roster.
Menswear creator
Styling questions that started the liveliest comment threads and the most engagement over the campaign.
Entertainment creator
Joined in week ten and delivered the biggest single week of engagement.
Nightlife and community creator
Brought community credibility, reaching 128,000 people with one collaboration.
Results against benchmark
Born to Mix found its audience. The Reels drove more than 169,000 clicks to drinks.ng, two and a half times the goal, paid media delivered 10.9 million impressions, and the clicks came from across Nigeria, with Kaduna, Abuja and Kano together out-clicking Lagos.
- 246%of the link-click goal
- 169Kclicks to drinks.ng
- 136%of the impressions goal
- 10.9Mimpressions
- 13.8Mtracked reach
What people said
90%+ of comments positive, all ten weeks
More work
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