Bar Under The Sky — catering to the core of a large audience
Pirinsko is a beer brand, named after one of Bulgaria’s most beloved mountains. Their narrative has always centered around nature, relaxation and peace of mind.
We needed to strengthen Pirinsko’s positioning into its territory of mountain relaxation.
Insight and Idea
Naturally, the brand’s core target is people who love the mountain and spend every free moment exploring it.
We decided to give mountain lovers the opportunity to enjoy the mountain by hiking in order to reach a special location where they could have a cozy evening under the stars, celebrating the art nature inspires and experiencing its greatness together.
We contacted 9 niche influencers and asked them to share the details of the event to their followers. The event was communicated solely through their channels.
We created a landing page where people could register for free to attend the event, which included hikes guided by experienced hikers and nature photographers, the latter also had an exhibition of some of their best work.
An overall of 18 invitations was sent out as posts in various channels of these photographers. The reach from our influencers alone is estimated at 78 000 people.
That, added to the social media collateral + sustain posts brought the total reach to 155 000 people.
creative director: angel iskrev
junior copywriter: asya maradzhiyska
client service director: sava ahmakov
head of strategy: nikolay dievski
account director: sanya stefanova
account assistant: toni gradinarov
graphic designer: martina misheva
graphic designer: radoslav panev