Molson wanted to inspire fresh excitement around their Old Style Pilsner brand. Amplify was tasked with driving sampling of Pilsner and starting an engaged brand dialogue on-campuses across Canada.
Amplify partnered with student influencers which effectively represented the Pilsner brand, sending out merch and product for them to showcase on social, discussing the upcoming sampling. Influencers attended the sampling, showcasing the experience, incentivizing sharing from those who came by. After the event, influencers continued activating with Pilsner in their private homes, sharing the brand with their peers in a natural and influential manner.
Surpassed sampling targets by 20%, drove 750,000 impressions on social, over 50% of which came organically.