Mike’s: Stream & Chill Without The Bill

My Responsibilities
Concept + writing + shoot

The Lemon
Mike’s Hard Lemonade is all about turning lemons into lemonade. So, when Netflix changed their policy on sharing accounts and our audience was feeling sour about the rising costs of streaming, we had to act fast.

The Lemonade
With the help of Mike’s mascot The Lemon Buff, we gave Canadians the chance to stream and chill without the bill.

Lemons to Lemonade

Reactive Execution
From identifying the opportunity to launching in a matter of weeks, we delivered eye-catching OOH, digital, social, influencer, and PR to help our audience get back to what matters most: who’s dating who on their favourite reality shows.

Social Strategy
Leveraging a combination of YouTube pre-roll, reach posts on META, awareness posts on Twitter, and reach posts on Reddit, we seamlessly joined the trending conversion and sweetened the streaming situation of countless Canadians.

Results

  • 21 million total impressions

  • 100s of subscriptions paid

  • Outstanding data collection for retargeting

Teamwork makes the dream work ✨

Agency: DraftLine yyz
CD: Caitlyn Baynton
ACD, Copy: Alison Petrovich
ACD, Art: Danica Enns
Copywriter: Parika Sikder