The task
Launch a high-impact, integrated campaign to promote a limited-edition Echo Falls pack, designed in collaboration with comedian, podcaster, and content creator GK Barry.
With just a two month window on shelves, we needed to generate buzz fast. The goal: drive immediate demand and sales among an older Gen Z audience.
What we did
We delivered a fully integrated campaign — from creative concept and talent shoot to PR, social content, and partnerships — designed to tell an authentic, channel-spanning story that resonated with GK Barry’s audience and reinforced Echo Falls’ cultural relevance.
At the heart of the campaign was a simple truth: Echo Falls moments happen where friendships thrive - at home, at uni, and always with your girls. We tapped into this insight to build a campaign with real emotional connection, brought to life through GK’s genuine love for the brand.
To take it one step further, we partnered with The Girlies Guide to host the launch event, putting the product directly into the hands of our audience and championing Echo Falls as the drink that brings new friendships to life.
Creative and production
Grace has a warm and approachable style and the line, ‘It’s giving’ was used throughout the campaign to emphasise her character & key notes of the drink. The content is currently running across social channels; Meta, YouTube and TikTok.
The pink palace we filmed in was created entirely from scratch and carefully propped to reflect the brands and Grace’s personality.
We also transformed The Exhibit venue in Balham for The Girlies Guide launch event, into our very own pink haven, complete with hanging clouds, pink drapes and neon lights.
PR
To create a strong news hook around the launch, we commissioned media-friendly research exploring how Gen Z women make new friends and the emotional benefits of finding ‘your tribe’.
We secured exclusive interviews with top-tier UK titles that matter to our audience including OK!, Closer, Notebook (front cover and lead story), and Mail Online.
Each feature was packed with campaign branding, a clear call to purchase, commentary on the collaboration, and imagery from our bespoke Echo Falls x GK Barry shoot.
Influencers & gifting
We created a beautifully crafted, two-tiered Echo Falls box containing everything needed for the ultimate girls' night in — a £250 curated experience featuring: Shark Hair Wand, Laneige lip masks, wine glass charms, hairband, snacks, disposable camera and of course an Echo Falls x GK Barry bottle to enjoy.
Partnered with a mix of influencers and UGC creators to reach our core audience, including Jasmine Clough (142k followers), Georgia Wood (42k followers) and Amy Astrid (95k followers).
Our gifting approach was intentional and premium. Mindful of over-saturation and sustainability, we focused on quality over quantity, targeting key media and creator partners who could authentically amplify the campaign. Boxes were delivered to journalists from titles including Reach Plc, Metro and Closer Magazine, as well as personalities such as Joe Baggs (352k followers) and Mal Nicol (104k followers)
Impact
Within the first two weeks of launching, we reached over 532 million eyeballs through consumer PR alone. This was driven by interviews secured in the Daily Mirror, the Daily Express and OK! Magazine amongst others, with the wine appearing across national newspapers.
Through our giftbox seeding, we secured 12 organic social posts with a reach of over 2 million. Creators described it as “the most insane PR package” with followers commenting on how they would love to receive one too!
Trade and marketing media remained engaged in the launch throughout July, landing 21 pieces of coverage, including The Grocer, Drinks Retailing News and Marketing Beat - a clear indicator that the partnership resonated not only with consumers but also within the wider marketing and PR industry.
