Drink Mashup

Drink Mashup is a beverage brand under the CO-RO Group, aimed at younger audiences with bold flavors, strong visual identity, and playful energy. Positioned somewhere between fun and functional, the brand thrives on cultural relevance and social-driven storytelling - making digital campaigns a natural extension of the product experience.

"I’ve worked with Asger on several projects, and it’s been a real pleasure every time. He has deep knowledge of social media, and he’s incredibly helpful and efficient. Asger gets my warmest recommendation."

Katrine Kromann

Project leader Republica

[Client]

Drink Mashup

[Countries handled]

[Services]

Meta Ads, Strategic Partner

[Category]

Consumer Good

The Challenge

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

We were brought in to own the entire paid social setup, from strategy to execution. That included advising on funnel structure, defining KPIs, setting budgets, and managing campaign pacing across multiple bursts - while aligning with influencer activity in real time.

Campaign Approach

We split the campaign into two main bursts:

Early Summer: Focused on using content from micro-influencers, combining reach with credibility and native feel. This content was used both organically and pushed through Meta campaigns to create traction early in the season.
Peak Summer: A larger push built around macro-influencer content, launched mid-season to capture attention during key high-traffic periods. This wave used bigger creative assets and more aggressive targeting to amplify reach and brand recall.

All campaigns were run on Facebook & Instagram, with structured setups to test content formats, audiences, and pacing. We used campaign data live throughout the summer to adjust messaging, bidding, and formats based on what performed best in the field.

Our Role

Built and managed the full Meta campaign setup
Structured campaign phases around influencer releases
Aligned media planning with organic influencer calendar
Set clear KPIs and pacing models to optimize across bursts
Provided ongoing strategic sparring with the brand and creative team

The Challenge

Campaign Approach

We split the campaign into two main bursts:

Early Summer: Focused on using content from micro-influencers, combining reach with credibility and native feel. This content was used both organically and pushed through Meta campaigns to create traction early in the season.
Peak Summer: A larger push built around macro-influencer content, launched mid-season to capture attention during key high-traffic periods. This wave used bigger creative assets and more aggressive targeting to amplify reach and brand recall.

Our Role

Built and managed the full Meta campaign setup
Structured campaign phases around influencer releases
Aligned media planning with organic influencer calendar
Set clear KPIs and pacing models to optimize across bursts
Provided ongoing strategic sparring with the brand and creative team

The Challenge

Campaign Approach

We split the campaign into two main bursts:

Early Summer: Focused on using content from micro-influencers, combining reach with credibility and native feel. This content was used both organically and pushed through Meta campaigns to create traction early in the season.
Peak Summer: A larger push built around macro-influencer content, launched mid-season to capture attention during key high-traffic periods. This wave used bigger creative assets and more aggressive targeting to amplify reach and brand recall.