The Challenge
Gold Crush Cocktails makes Caribbean-inspired cocktails in a can, built around real Jamaican rum with no prep required. Ready-to-drink is a fast-moving shelf, and a new brand needs to prove taste and occasion quickly to earn a place in the basket.
Gold Crush asked Terrier Agency for a focused creator campaign that would show the product in real social settings and put a number on its earned reach.
Our Approach
We ran a tight, quality-first campaign with a small creator set and clear occasion-led briefs.
- Creators were selected for lifestyle, food and drinks content with audiences of legal drinking age
- Briefs centred on summer, hosting and ‘zero prep’ moments where a canned cocktail makes sense
- Each post showed the can, the pour and the flavour, so viewers saw the product rather than a logo
- Content was reviewed for responsible drinking guidelines before it went live
The five posts linked from this page are representative of the campaign’s look and tone.
The Results
Twenty-five pieces of content generated 297,163 estimated views and an estimated earned media value of $15,398.55, a strong return for a campaign of this size and a proof point Gold Crush can take to retail buyers.
Why Earned Media Value Matters Here
For a young drinks brand, the estimated earned media value of $15,398.55 is the figure that travels. It converts creator reach into the equivalent paid spend, which is the language a distributor or retail buyer understands when deciding whether a new can earns shelf space. The 297,163 estimated views from twenty-five posts also show that a small, well-cast creator set outperforms a scattered one for a product that sells on occasion.
