Absolut Vodka
A solo-built brand ambassador campaign for a brand of choice, mine being Absolut Vodka in Spain. From research and strategy through to live social media execution.
- Client
- Absolut Vodka
- Role
- Brand Strategy · Content Direction · Social Media
- Year
- 2025
- Type
- Personal Brand Project · University Brief
A brief, taken end to end.
A university brief to develop a brand ambassador program for Absolut Vodka in Spain. Executed entirely solo, from research and strategy through to live social media execution on a real Instagram account.
Stuck in the middle of the shelf.
Absolut wasn't the go-to vodka in Spain. Younger audiences didn't associate a lifestyle with it, sitting in an awkward middle ground, not premium enough to be aspirational, not affordable enough to be the default choice.
An ambassador program, built from scratch.
Built a full ambassador program from scratch: brand and competitor research, audience segmentation (ages 18-30), archetype analysis, and a proposal covering three ambassador types, lifestyle influencers, nightlife influencers, and bartenders/mixologists. Developed a content direction around the "Absolut Lifestyle", nightlife, cocktail culture, day-in-the-life, and community engagement.
A month of content, mapped day by day.
Designed a month-long content calendar with daily posting across content types: cocktail recipes, bar guides, GRWM, lifestyle content, and UGC-style posts. Strategy balanced push and pull content to build both brand awareness and audience engagement.
Strategy, taken live.
Launched and ran a live Instagram account (@clubfrann) executing the strategy in real life, 21 posts across reels, carousels, and static content.
From insight to publishing.
A complete ambassador campaign package: strategic framework, content system, and live execution. Demonstrated ability to move from brand insight to content strategy to real-world publishing.