For Smirnoff Ice, we developed the media and creator amplification strategy for Cold Classics, the brand's festival stage celebrating hardcore and hardstyle classics at Dominator and Decibel.

Working at the intersection of PR, creator marketing and paid media, we carefully selected creators and editorial partners with a genuine connection to the Dutch hard dance community, ensuring every collaboration felt culturally authentic while aligning with the campaign objectives. The goal was to extend the impact of the on-site experience far beyond the festival itself through credible storytelling and social-first content.

During Dominator and Decibel, the campaign resulted in seven creator collaborations alongside an editorial partnership with Hypebeast, featuring exclusive coverage of the activation. This publication generated 533K impressions, firstly building the campaign's reach towards a credible cultural environment.

All creator content was thereby produced with paid amplification in mind, allowing Smirnoff Ice to extend the campaign's reach through boosted social media placements while maintaining an authentic creator-first approach. Before paid amplification had even launched, the campaign generated 520,000+ organic views/impressions with an estimated 6.2% organic engagement rate.

With paid amplification scaling total exposure by nearly 8 times, the campaign achieved over 4M views/impressions. Creators strongly advocated for the brand, delivering 56 pieces of content, which was double the expected 27.