What’s It Gonna Be?
With Drizly, your options are endless. Weird, wonderful, whatever kinda booze or night you choose, Drizly delivers.
After the successful Drizly brand refresh we turned our attention to campaign strategy. We needed to differentiate ourselves from other delivery services and start making more emotional connections with our customers, focusing on key jobs to be done like gifting and hosting — areas Drizly is uniquely positioned to serve. We built our messaging around having a more robust selection than anyone else on the market so that by the time you open the Drizly app the only question left for you to answer is… What’s It Gonna Be?
We partnered with an agency to help us create broadcast spots in the vein of a classic gameshow experience to bring the excitement of shopping on Drizly to life.
Smash (at home enjoyment) :15
Party Picker (hosting) :15
Name that gift (gifting) :15
The campaign was fully integrated with tactics spanning across broadcast, social, CRM, in-app and on web, streaming radio — we even launched a custom gift registry experience to create an extra lift over the holidays.
Hosting Handled
When creating a hosting campaign, it was easy to fall into the obvious traps like “hosting is a hassle,” “or hosting is hard,” but those insights didn’t paint the full picture. Turn on any episode of House Hunters right now and I promise you’ll find a couple looking for “space to entertain.”
So, what did our customers need in order to make Drizly their first stop after sending that “I’m having people over” text? Answer: Confidence. Glory. And a partner in party.
Enter: Hosting Handled. Which isn’t just a platform, it’s a promise. A promise that if you bring the energy, we’ll bring the drinks. And together, we’ve got hosting handled.
We built a first-of-its-kind party generator where hosts could generate an entire theme party pack complete with:
Party descriptions 2. Props 3. And the perfect drinks to stock the bar with.
See it in action:
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Agency: VML
Creative Director: Kim Beylin
Senior Copywriter: Jared Jones | Copywriter: Tony Jorgenson
Senior Designer: Brigita Zabulionyte | Designers: Megan Arenson, Niki Jones