In its 2023 goals, the beloved Greek brand Skinos Mastiha spirit wished to raise audience awareness of its multifaceted drinking proposition. In response, Interweave crafted a digital campaign that distills the essence of Greek summer into a single highball glass.
In its 2023 goals, the beloved Greek brand Skinos Mastiha spirit wished to raise audience awareness of its multifaceted drinking proposition. In response, we crafted a digital campaign that distills the essence of Greek summer into a single highball glass. Interweave proposed the Salty Skin cocktail as the herald and hero of Skinos’ evolution from aperitif to spirit and created the relevant assets through production.
The Salty Skin is composed entirely of Greek ingredients, embedding the essence of Greek Summer into every sip. This served the dual function of promoting the cocktail itself and the Mastiha Spirit, as well as the nation it represents, to audiences both at home and abroad. We elected to focus on video assets, as we had previously noted that they yield great results for the brand, and since the campaign was also slated to run on YouTube. For our key video, we opted for a how-to featuring a bartender (cutting to a sun-kissed model with the titular salty skin), enabling viewers to craft this compelling cocktail at home in all the markets where Skinos is available. The videos were supplemented with a series of static and animated assets.
The goal of the campaign was to increase awareness, as measured through reach and impressions. It unfolded in two phases of ads which ran on Facebook, Instagram, and YouTube over the course of the extended summer season (May through August and September through October respectively). This staggered approach ensured that our campaign was always-on and our materials always fresh, maintaining variety in our assets and retaining the engagement of our audiences
In the first phase of our campaign, Salty Skin resonated very strongly with younger audiences on Instagram (40% aged 25-34, of whom 67% were men), while YouTube saw us reaching an older female demographic (52.4% women, 30% of them aged 45-54). In contrast, the second phase placed more emphasis on Instagram and Facebook, where it reached both the traditional spirit audience (men 25-43), while the trend for YouTube continued (women 55-64). Our decision to emphasise video assets resulted in performance which exceeded our expectations, yielding impressions and reach far beyond the estimations of our budget.