Sebton/Co

Absolut GIFs

Case Study: Absolut Vodka’s “Never Gonna GIF You Up” Campaign

Overview

In 2018, Sebton & Co AB collaborated with Absolut Vodka to launch the “Never Gonna GIF You Up” campaign, aiming to integrate the Absolut brand into digital conversations through the creation of a diverse range of branded GIFs.

Challenge

The primary objective was to establish a presence on Giphy, enabling Absolut’s target audience to use branded GIFs across various platforms such as Tinder, Gmail, Slack, and Apple Messages. The challenge involved developing a distinctive style that would stand out on Giphy and resonate with users, encouraging them to choose Absolut’s GIFs over others.

Strategy and Execution

Content Creation: Produced over 200 stop-motion GIFs featuring witty, relevant, and unexpected content that aligned with Absolut’s brand values. The use of stop-motion provided a unique aesthetic, differentiating Absolut’s GIFs from others on the platform.

Platform Integration: By establishing the Absolut Vodka channel on Giphy, the GIFs became accessible across multiple services, enhancing the brand’s reach and engagement.

Quality and Optimization: Maintained high-quality visuals while adhering to Giphy’s file size restrictions, ensuring optimal performance across all platforms.

Results

Viewership: The campaign achieved over 700 million views, significantly increasing brand visibility.

Engagement: Social media channels experienced a 60% increase in engagement rates, and email campaigns saw a 16% rise in purchase intent after viewers interacted with the GIFs.

Recognition: The campaign received industry accolades, including a Silver Cannes Lion and a Shorty Award in the Graphics category. 

Conclusion

The “Never Gonna GIF You Up” campaign successfully embedded Absolut Vodka into digital conversations, leveraging the popularity of GIFs to enhance brand engagement and reach. The strategic use of stop-motion animation and platform integration set a benchmark for innovative digital marketing in the beverage industry.