RIO - TASTE THE EXOTIC
What was the challenge?
Refinery was asked to create PR boxes for a gifting experience to support Rio’s summer activation. The boxes needed to be relevant to Rio’s core messaging of escaping the everyday and tasting the exotic, as well as being shareable with an Instagram-approved aesthetic.
What was our idea?
Rio’s fruit fusion includes 5 different flavours (Mango, Passionfruit, Orange, Peach and Guava). What’s one thing these fruits have in common? Vitamin C! What was trending at the time? Vit-C skincare - known for giving the skin a natural glow. For this reason, we decided we’d give our audience of influencers a ‘taste’ of the exotic through wellness, beauty and skincare products containing Vitamin C with a summer selfcare kit.
Who was on our mailing list?
The first step was sourcing the right influencers. To reach multiple online audiences, we chose to work with both micro and macro influencers who fit Rio’s demographic of mums and ‘busy balancers’. Our influencers’ followings varied between 1.4k to 142k, across Rio’s core channels; Instagram and TikTok.
What did we send?
To get Rio’s mixed flavours and values across, we chose a range of vegan and cruelty-free products with fruit flavours/scents and our all important ingredient: Vitamin C. With a range of trending products and brands in mind, we chose a Passion Fruit lip oil from Unicorn Cosmetics, Raspberry & Guava Candy Kittens, Garnier Vitamin-C mask and Garnier Vitamin-C Daily UV SPF 50+ fluid, a glass tumbler (with glass straw) and, of course, two 330ml cans of Rio (one original, one light). Our summer selfcare kit encouraged our influencers to take a moment to ‘escape’ their everyday while sipping on a Rio.
What did we achieve?
10 of our gifted influencers tagged Rio in their posts sharing the brand to a total of 27,000 of their followers.
