Direct > Digital & Social

RYAN@AVIATIONGIN.COM

AVIATION GIN, New York / AVIATION GIN / 2019

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Overview

Credits

OVERVIEW

Why is this work relevant for Direct?

Direct email marketing may be considered a thing of the past but when Ryan took ownership in Aviation Gin, he was more than happy to have a channel of communication with Ryan@AviationGin.com

Background

Ryan's Out Of Office Email response created a way to break news and create the feeling of a 1 to 1 digital relationship utilizing an old school email feature.

Describe the creative idea

Simple copy writing based on cultural events to Ryan Reynolds

Describe the strategy

Collected over 75,000 emails by having CTA's on broadcast and social media and regular PR.

Describe the execution

Execution is very nimble and timely by merely changing the OOO on new content or press appearances.

List the results

Over 75,000 emails, billions of earned media and 100,000s of web traffic.

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