White Claw Hard Seltzer launched in the UK in mid-2020 — its first market outside North America — entering a category effectively unknown to British consumers. Terrier Agency built a micro-influencer gifting campaign to introduce the brand to health-conscious, outgoing young adults from a standing start.
Using competitor analysis and interest-based targeting, we recruited influencers in waves across the UK, delivering 148 gifted collaborations spanning Instagram, blogs and YouTube, with a combined following of 2.6 million. Content focused on White Claw’s new UK flavours, and the strongest creator posts were amplified across the brand’s own channels.
Seeing real people genuinely enjoying the drink gave White Claw the credibility it needed to establish hard seltzer as a relevant choice for UK audiences.
