Smirnoff x Karol G:
Celebrity Influencer Marketing
Smirnoff partnered with Latin music phenomenon Karol G on a marketing campaign, and they asked us to create social media (Facebook post and Instagram story) to be shared with her approximately 75 million followers. One of the products featured was Smirnoff Spicy Tamarind vodka, which packs a sweet and spicy kick.
To make the content authentic to Karol G's voice on social media — which is colloquial, youthful, and bilingual — I dug deep into her song lyrics in Spanish to find copywriting hooks that would help fans make an instant emotional connection between Smirnoff and Karol G.
The Spanglish phrase "Ya estoy free" means "I'm free now," and for Karol G fans it's immediately recognizable as a lyric from the chorus of her mega-hit "Provenza" (which rose to #1 on Billboard's Hot Latin Music chart in May 2022). The playful and emotional song reference adds a uniquely Karol G twist on Spicy Tamarind's challenge to "break free from traditional margaritas."
The Facebook post received over 112K likes, 4.3K comments, and 2K shares, generating a priceless amount of brand exposure and positive sentiment towards Smirnoff among Karol G's passionate followers.