BoozeBud Ultimate House Party
Introduce BoozeBud, an online bottle shop, to young people in Sydney and Melbourne who buy their drinks at the closest bottle shop on the way to the party, and turn that awareness into accounts, wishlists and a reason to order.
Six weeks on Bondi Lines and Melbourne Lines, built as a story rather than a run of ads. Week one asked the community how they buy. 16,006 answers in three days: the nearest bottle shop, drunk the same night, mostly premix cans. That shaped everything after it.
Weeks two and three introduced BoozeBud through giveaways that needed an account to enter: two $500 wishlists in each city, then two kegs of Fireball. Every entry was a sign-up and a wishlist on the BoozeBud site.
Week four announced the Ultimate House Party. To win, the community signed up, pitched their best house party in 25 words and opted in to BoozeBud. Bondi Lines promoters, influencers, paid media and press from Music Feeds and Yahoo carried it. Week five we threw it: a Paddington terrace, winner Maddy and her mates, Ben Gerrans on the decks, filmed and cut for the feed the morning after.
- 884,000 organic impressions and 444,000 paid across the six weeks
- 723 new BoozeBud accounts, every one opted in to hear from the brand
- 16,006 survey responses in three days set the creative
- 345 entries for the Ultimate House Party in a week, from 3,496 views of the announcement
- The party reached 281,000 people organically, more than 200,000 of them in the first 24 hours
- 9,105 likes and 276 comments across the campaign posts
What was the BoozeBud Ultimate House Party?
The finale of a six-week BoozeBud campaign on Bondi Lines and Melbourne Lines in May and June 2024. The community pitched their best house party in 25 words, and noisy threw it for the winner, Maddy, and her mates in Paddington, Sydney, with Ben Gerrans on the decks.
How did the campaign get sign-ups rather than just reach?
Every mechanic needed a BoozeBud account: the wishlist giveaway, the Fireball kegs and the party entry. 723 accounts came out of it, each opted in to BoozeBud marketing.
What did the survey change?
16,006 people told us they buy at the nearest bottle shop, drink it the same night and mostly drink premix. So the campaign sold BoozeBud as the way to stock the party before it starts, not a cellar for later.
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