Cuervo aimed to boost awareness of its premium ‘ready to serve’ (RTS) margarita as an easy and enjoyable way to consume a summer cocktail. The goal was to establish the cocktail as the epitome of convenience without compromising quality or flavor.
Cuervo enlisted WITHIN to develop an influencer strategy for this campaign. The team selected four Instagram influencers known for their humor and engaging videos. They provided these influencers with open-ended briefs, encouraging them to create content that matched their personal style while aligning with Cuervo’s Summer Margarita initiative. The influencers were responsible for producing a 30-second IG reel and four frames for IG stories.
The Cuervo Summer Margarita Influencer Campaign successfully leveraged mid-tier influencers to create engaging content that exceeded reach expectations.
The strategy of combining paid amplification to support organic content, creating influencer briefs in alignment with Creative initiatives, and incorporating humor among influencers was highly effective in delivering a successful campaign.
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