+44 (0)20 8744 4350

taking Amarula to #1

Amarula is a well-known and loved South African cream liqueur. However, in the UK it is a challenger brand, often referred to as the “South African Baileys”, diminishing brand authority and recognition.

an end-to-end customer experience with a content strategy at its heart

an end-to-end customer experience with a content strategy at its heart

Our social media strategy considered Amarula’s global resources and brand methodology, paired with local market research to drive sales online and instore. The results focused on two key messages to resonate within the UK market: product story and versatility.  

Our resulting creative strategy positioned Amarula as an ‘exotic indulgence’ which could not only be enjoyed on its own but used in a variety of cocktails and desserts. Brand story content focused on how just once a year, the Marula trees bear fruit. Elephants are drawn by the exotic scent and travel for miles to get a taste. 

Seasonal indulgences supported by influencer content

Content executions focused on demonstrating a variety of ways to consume Amarula while also educating audiences on Amarula’s unique and engaging product story.  

Influencer partnerships generated by Positive helped develop seasonal content which could then be repurposed and amplified using paid social media.   

Seasonal indulgences supported by influencer content
experiences to drive trial

experiences to drive trial

Finding added opportunities to engage and educate audiences helped bring Amarula to the British target audiences through events such as Africa Fashion Week and Instagram cocktail hour cooking live streams. 

creating a sold-out product launch through organic social

Amarula extended its UK product line to introduce a new way to indulge in time for summer: Amarula Raspberry, Chocolate and African Baobab.  

Available exclusively on Amazon for launch, we prepared a three phase social media launch strategy to drive sales through their committed fanbase. After a two-week organic teaser campaign, the product sold out within 90 minutes on launch day. Followers couldn’t wait to get their hands on more. 

creating a sold-out product launch through organic social

#1

selling cream liqueur on Amazon

10%

Average social media engagement rate

25

Influencer partnerships to support 10 campaigns

fuROI

Want to find out more?

Get in touch