EFFEN Vodka: Social media comms that champion diversity

Together we create a unique connection between socially relevant topics and pure joie de vivre.

Merkle EFFEN Vodka Case Study

At a glance

  1. 01The challenge Combining premium Vodka with relevant messages
  2. 02Our approach Activating community close to our everyday life through the support of punchy and topic-relevant assets
  3. 03The result Huge increase in impressions and engagement rates
  • Sector

    • Retail & Consumer goods
  • Disciplines

    • Strategy & Consulting
    • Conception
    • Content
  • Year

    • 2021
  • Tech Stack

    • Social Media
  • Services

    • Digital Marketing
    • Digital Strategy

The challenge

Combining premium Vodka with relevant messages

Merkle Reference EFFEN Vodka

EFFEN Vodka is a premium brand of Beam Suntory, the world's third largest spirits producer. As a global market leader, Beam Suntory connects diverse people and promotes an inclusive culture. EFFEN Vodka is particularly committed to equality. In doing so, the brand relies on its core values: acceptance and creativity. 

EFFEN invites connaisseurs to celebrate life with its exclusive vodka. ​By addressing socially relevant content, EFFEN gives its community and selected brand ambassadors an opportunity and platform to spread their voices.​ In addition, the company stands for diversity and individuality at the same time. To spread this message, EFFEN Vodka needs a strong social media strategy. This should increase awareness and engagement. 

Just the right job for Merkle!

Our approach

Editorial plan close to the target group

We activate existing content and create new assets for Instagram as well as Facebook according to a detailed editorial plan with a focus on the topics of the target group.

Community activation

We identify inspiring brand ambassadors from the LGBTQIA+ community who use social media as a platform.

Increasing engagement

With posts on socially relevant topics and current events, we strengthen the organic reach and engagement of the community.

Close to our everyday life

Creating a link between acceptance, creativity and freedom of expression while celebrating life and creating moments.

The result

Reach +400%

Merkle EFFEN Vodka Case Study

The elaborated social media strategy focuses on a particularly strong target group. By addressing socially relevant content, EFFEN Vodka gives its community and selected brand ambassadors an important platform. 

The huge increase in impressions and engagement rates show the success EFFEN Vodka is having in driving equality, empowerment, and acceptance in the social community to drive diversity even further.  ​

In addition to these marketing KPIs, the brand receives positive feedback from its followers. The combination of enjoyment and meaningfulness has convinced users on Instagram and Facebook. They benefit from a high posting frequency and socially relevant content. 

  • Higher Engagement Rate

  • More Impressions

  • Higher Reach


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