Guinness Smooth, #BlackShinesBrightest · 2025
We didn't launch a hashtag. We started a movement.
Pre-launch hype + cultural content engineered into a national statement.
Client
Guinness Smooth, #BlackShinesBrightest
Services
Digital Content & Campaign Execution
Industry
FMCG & Beverages
Date
2025
The task
Guinness Smooth had a refreshed identity and a new product story to tell. They needed a digital content strategy that felt organic, culturally resonant and far from corporate. They also needed to drive the #BlackShinesBrightest campaign, a bold brand statement that needed to become a movement, not just a hashtag.
The approach
We built a two-phase strategy for Q1 2025. Phase 1, Pre-Launch: activate brand ambassador Troy alongside a curated set of influencers to build anticipation with teaser content. No hard sell. Pure vibe. Phase 2, Content Creation & Distribution: mini-documentary content, social challenges, vox pops and 'Apartment Life' listening party events, intimate, real, shareable.
What we did
Content distributed across NBS ecosystem channels and through the creatives' own platforms, keeping the brand feel authentic and avoiding the hollow, salesy look of official brand pages. The visual identity of Guinness Smooth was baked into every piece.
Results.
Mentions: 2,572
Social media reach: 9.3 Million
User Generated Content: 2,570 pieces
Interactions: 103,000+
Positive sentiment: 78% (859 mentions)
Ad Value Equivalent: $720,000
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