SQUASH’D
Iris Product Marketing Strategy
Robinsons SQUASH'D is a new, ultra-concentrated and portable cordial, aimed at adults to help them enjoy squash absolutely anywhere.
To celebrate the great taste of Robinsons on the go, we looked to inspire people to get outside and show us how they’ve been enjoying squash in entirely new and interesting ways.
Iris Influencer Marketing Strategy
We teamed up with OSCAR winning Framestore to make SQUASH'D in zero gravity. Then we challenged some seriously influential YouTubers to see if they could do any better: Frisbee throwers, football freestylers, free runners and off-road drivers all received product to create their own jaw-dropping content.
In addition to activations across retail, PR, branded content and digital, we enlisted 16,000 ambassadors to sign up for a free sample, create their own content and win a GoPro Hero 3 camera.
Client
Specialisms involved
Robinsons SQUASH'D is a new, ultra-concentrated and portable cordial, aimed at adults to help them enjoy squash absolutely anywhere.
To celebrate the great taste of Robinsons on the go, we looked to inspire people to get outside and show us how they’ve been enjoying squash in entirely new and interesting ways.
Iris Influencer Marketing Strategy
We teamed up with OSCAR winning Framestore to make SQUASH'D in zero gravity. Then we challenged some seriously influential YouTubers to see if they could do any better: Frisbee throwers, football freestylers, free runners and off-road drivers all received product to create their own jaw-dropping content.
In addition to activations across retail, PR, branded content and digital, we enlisted 16,000 ambassadors to sign up for a free sample, create their own content and win a GoPro Hero 3 camera.
51M
Total impressions (paid and organic)
2.3M
Video views, paid and organic, of which 35% were contributed organically
700K
Social engagements
£4M
New category created
86%
Market share owned by Robinsons
