Hold My Drink X Minus 196
How we developed a bespoke branded podcast episode with Hold My Drink to promote Minus 196.
Objective
As a new product in the Irish market, Minus 196 wanted to explore podcasts as a way to connect with their target audience. The challenge was that showcasing the product was essential so audio alone wouldn’t deliver this.
Solution
So, what did we do?
Branded Episode: Built around “Whole, Freeze, Crush” the product process.
Product Placement: Minus 196 cans featured throughout the recording to maximise visibility
Cross Platform Impact: Content extended across audio, video & social
Authentic Delivery: Charleen & Ellie loved the concept, delivering a natural, enthusiastic collaboration
Results
Instagram: Views: 578,998, Acc Reach: 326,651 Likes: 1,412
TikTok: Views: 87,300 Likes: 4,282
YouTube: Views: 98
Combined Total Views: 666,396
Combined Total Likes: 4,282
Episode Listens: 11,712 listens - 5,750 listening hours - 29:27 average time spent listening (out of 31 mins)
Listen to the podcast here.