An Instagram influencer campaign to uncover the hidden depths of the exclusive Absolut Elyx house.
The hidden depths of the Absolut Elyx House
Absolut Elyx created a charming drinking abode housed up a secret elevator in a restored West Village structure. With secret bookshelf doors, a painted black mirrored bar, and a plethora of glittering copper accents, the Absolut Elyx House is the perfect home for a craft vodka. Only a handful of selected individuals have free reign over this coveted space. Our challenge: how do we share the oddities of this hidden space with the world?
Our tour guide: @aGuyNamedPatrick
We developed a list of the fans we hoped to convert and used social listening tool, Affinio, to develop a list of influencers that they follow to find shared affinities. Enter Patrick Janelle, winner of the first-ever Fashion Instagrammer of the Year Award from Elle Magazine, whose graphic design, photography, and hospitality experience made him the perfect guide to the hidden Elyx House.
A peek behind the curtain
The finished product is a stunning social content campaign that created 30 high-resolution images with a 44% increase in engagement per post.