When Ochre, a rising artisanal spirits brand, approached us, they brought a creative challenge that spoke to the evolving landscape of consumer expectations. The alcohol and beverages industry had traditionally thrived on aspirational messaging, but today’s audience, especially Gen Z, demands authenticity, relatability, and a brand that aligns with their values.
Ochre’s goal was ambitious: to reimagine how alcohol brands connect with audiences on social media. And we were ready to deliver.
We saw an opportunity to redefine the narrative in the alcohol and beverages space by spotlighting people who live unapologetically true to themselves. We translated this vision into a Social Media campaign that celebrates people – their unique lives, identities, and unconventional relationships – through the lens of Ochre. We knew this approach was groundbreaking for India, where few alcohol brands had ventured into narrative-driven content.
Crafting Stories That Resonate
Together with Ochre, we recognized that conventional advertising methods wouldn’t work for today’s consumers, who are constantly scrolling through their feeds. Our goal was to create thumb-stopping content that felt organic yet impactful.
Our campaign centered on celebrating diversity and real, everyday wins. We developed twelve vertical videos optimized for Instagram and Facebook, each lasting 10-15 seconds. These videos highlighted themes increasingly embraced by younger audiences. From a queer individual hosting a party to embrace their identity, to a throuple confidently talking about their relationship, these stories were bold, unfiltered, and deeply human. For us, that courage to live boldly deserves a celebration.
Lo and behold – the results from these videos spoke for themselves! Our top-performing reels garnered over 580K and 460K views, resonating with audiences through their authenticity and narrative depth.
The Award-Winning Moment
Winning Silver for Best Performance Marketing Campaign at the AFEX Foxglove Awards 2024 is a proud moment for our team, and a testament to the power of pushing creative boundaries. The Ochre campaign allowed us to break away from traditional marketing approaches and explore new ways to connect with today’s audience. This award reflects not only our commitment to bold storytelling, but also the collaboration with a client who trusted us to bring innovative, authentic ideas to life.