The challenge

Drink Mashup wanted to make a splash for summer with a full-funnel campaign that combined macro- and micro-influencers with paid social distribution. It would run across the summer season and needed to feel both spontaneous and structured, with creative bursts timed to drive visibility and momentum.

We were brought in to own the entire paid social setup, from strategy to execution: funnel structure, KPIs, budgets, and pacing across multiple bursts, all aligned with influencer activity in real time.

What we found

A brand this culturally driven lives or dies on timing. The influencer content and the energy were there; the job was to structure the paid engine around them so each burst landed when attention peaked, instead of spending evenly and hoping.

Campaign approach

We split the campaign into two main bursts:

1. Early summer: micro-influencer content that combined reach with credibility and a native feel, used both organically and pushed through Meta to build traction early in the season.

2. Peak summer: a larger push built on macro-influencer content, launched mid-season to capture attention in the high-traffic windows, with bigger assets and more aggressive targeting to amplify reach and recall.

Everything ran on Facebook and Instagram, with structured setups to test formats, audiences, and pacing. We used live campaign data through the summer to adjust messaging, bidding, and formats around what was actually working.

The work

• Built and managed the full Meta campaign setup

• Structured campaign phases around influencer releases

• Aligned media planning with the organic influencer calendar

• Set clear KPIs and pacing models to optimize across bursts

• Provided ongoing strategic sparring with the brand and creative team

Why it worked

By wiring the paid setup around the influencer calendar and reading the data live, we turned a seasonal moment into a structured, well-timed push, spontaneous on the surface, deliberate underneath.