LAD Bible Group x Smirnoff

Developed and collaborated with LAD Bible Group and Smirnoff to uncover the insight that there was widespread apathy to serious content from millennial audiences, with 30% confused about how to talk about topics like inclusivity. We sought to make content relatable to their everyday lives, bursting echo chambers and driving more inclusive conversations. Armed with these insights Lad Bible and Smirnoff launched ‘Free To Be’ to champion inclusivity, with a special emphasis on gender identity and disability.

Results

73M+ reached across LAD Bible social platforms

339K+ audience engagements

4% increase in conversations around inclusivity amongst our audience
(Pre/post campaign survey)