Chris O’Dowd raises a glass for the second year of Robin Redbreast Day!
We teamed up with A-list actor Chris O’Dowd to celebrate another year of Redbreast Irish Whiskey’s annual Robin Redbreast Day. Raising awareness for our feathered friends, Chris starred in a hilarious spot, with every like and share of the video donating 25 cents to charity partner BirdLife International.
To kick off the second year of Robin Redbreast Day, the team spearheaded a three-pronged strategy to celebrate the brand’s partnership with BirdLife International and engage journalists and influencers in its joint mission to keeping the common birds commons.
We hosted media and influencers on the ground at an exclusive event in Ireland, along with securing and managing x4 global media interviews with Mr O’Dowd himself. This was then accompanied by a media partnership with the global title GQ which resulted in an in-depth piece on Robin Redbreast Day across their platform and social channels.
Not forgetting, this year also saw the return of the brand’s limited edition bird feeder bottle, intricately designed to transform into a feeder for garden visitors all year round. With the proceeds from the bottle also donated to BirdLife, the team secured 14 product placement pieces in top tier gift guides in the run up to Christmas.
Overall, the campaign gained over 80 pieces of coverage on both traditional and social media, including Forbes, Irish Times, Evening Standard, Metro, Daily Express, Esquire, Good Housekeeping and much more, with over 351M impressions across the campaign – now that’s worth raising a dram or two for!