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Wild For The Night
Project Type
Modern Sampling & Influencer Campaign
Date
May 2024
Rockstar is at risk of being removed from shelves, with a limited budget, we needed to drive an uplift in sales to save and revive the brand.
Enter...
WILD FOR THE NIGHT.
A culture-forward platform that has Rockstar showing up and showing out for those who wait all day to stay up all night. This embraced a fresh approach to social to modernise sampling to Gen Z and brought a new vibe to Rockstar.
HOW IT CAME TO LIFE:
1. Macro Sampling & Creator Content
Hijacking events happening in culture, where Rockstar will show up with Rockstar Truck & Reps to get the party started/keep it going. We captured the hype at select events and feature our bold irreverent flavours.
2. Rockstar Influencer Activation & Micro Sampling Content
We’ll create culturally relevant content and micro sampling opportunities with voices that matter. Influencer organisers to host their own ‘wild for the night’ powered by Rockstar and partiers will attend parties & events to show us what Rockstar looks like in their world.
3. Ongoing Organic Activity
Ongoing posting, reacting & responding to communities of influencers and adjusting sampling strategy based on real-time results, cultural trends, and business needs.
4. Media Amplification
Amplify influencer content through paid media and leverage assets in paid partnership on Rockstar handles to build Rockstar brand equity and drive sales lift in targeted regions.
HOW'D WE GO:
Wild for the Night had Rockstar showing up in subcultures around Victoria garnering street cred & generating a +10% sales lift.
Influencer Content + Reach - Selected influencers drove organic scale, affinity, and positioned Rockstar as the fun, nightlife brand poised for the party while media amplified on a broader audience.
Fresh Community Created- Via relevant content, event sampling, and CM’ing, Rockstar built a conversation with consumers in atypical touchpoints generating incremental fandom.
Strong Lift in Ad Recall- Both Meta and TikTok recorded a Brand lift in Ad Recall indicating the content was memorable for consumers exposed.
