How do you bring a traditional brand with a festival vibe into the Gen Z feed? It's simple: with data-driven creator selection, strong content pieces and a setup that combines organic reach with paid power. For the 100th anniversary of Em-eukal, we did just that – and together we staged a summer full of festival vibes.
At the heart of the campaign: the Splash! and Melt Festival, where selected influencers created live content on site – emotional, authentic and entertaining. The brand became not just visible, but tangible.
On top of that, there was a big competition for the communities with festival tickets and VIP upgrades as the main prizes.