SHS Drinks has launched a new partnership marketing campaign for its WKD Blush Ready-To-Drink alcoholic beverage, featuring a 10-week digital and social media campaign headlined by Binky Felstead, designer, beauty blogger and star of the BAFTA-award winning Made in Chelsea.
SHS says the activity will ensure that WKD Blush, the latest addition to Britain’s biggest-selling RTD range, is associated with getting Saturday nights off to a great start.
The weekly 7.00pm Saturday night ‘WKD Blush Hour’ slot goes live for the first time on June 25 and will run throughout July and August on Mixcloud radio, as well as being publicised on WKD and Binky’s social media pages.
Providing the soundtrack for consumers enjoying sharing a night in or getting ready for a Saturday night out, Binky will be playing the hottest music tracks and inviting consumers to get involved via shout outs and selecting the tracks that they want to hear, alongside sharing fashion, lifestyle, beauty and make-up tips.
Each week, WKD will be offering a range of prizes – from fashion vouchers to make-up products – to get consumers’ Saturday nights off to the best possible start.
The ‘WKD Blush Hour’ is expected to reach around 1.2 million target consumers during the campaign run. ‘WKD Blush Hour’ will have its own branded Mixcloud page and more than 450,000 adverts will promote the show. Binky will also be inviting her 1.7 million social media followers to tune in to the WKD Blush Hour music mix on Mixcloud, and WKD will also feature the activity on its Twitter, Facebook and Instagram pages.
Debs Carter, Marketing Director – Alcohol, at SHS Drinks, says: “The ‘WKD Blush Hour’ provides an unrivalled opportunity for WKD Blush to engage with WKD’s core audience of 18 to 24-year-olds at a key point in their weekly social calendar. Socialising with friends is and always has been at the very heart of the WKD brand’s DNA and this campaign will resonate with consumers by bringing together a winning combination of the key influences on this peer group’s lives: music, fashion, the chance to win fabulous prizes and getting together with mates on Saturday nights all headlined by a renowned and popular style icon and accessible via social media.”
WKD Blush was launched in February following extensive, in-depth research into the changing lifestyles of 2,000 18 to 24-year olds – the key consumers of RTDs – which explored attitudes and aspirations, drinks and drinking occasions, and highlighted opportunities for growth and expansion of the RTD category which generates annual sales approaching £226 million in the on-trade.