Shaking Up the Festival Scene.
Bringing the Tia Maria House Party to life online through stylish, culturally relevant creators, thoughtful gifting and a summer of organic social.
The task
Music and culture are at the heart of Tia Maria. In summer 2026 the brand took its immersive House Party on tour across Neighbourhood Weekender, Latitude and Wilderness. With a glitter-backed DJ booth, retro TV walls and red clawfoot bathtubs, the space was made for the camera. Every corner was a post waiting to happen.
Mercieca’s role was to make sure those posts travelled. Our creator programme formed part of Tia Maria’s wider digital amplification strategy with the festivals, which the brand supported with its own paid media. Through creator partnerships and organic social, we set out to build buzz and take the House Party to people who weren’t in the field that weekend.
Client
Tia Maria
Area
Consumer
What we did
Some of the best festival memories are made away from the main stage: at the bar, on a packed dancefloor or back at the tent with friends. We wanted Tia Maria to be part of those moments too. Rather than taking a one-size-fits-all approach, we matched creators to each festival’s crowd and gave them room to show the House Party in their own way.
Creator partnerships
Neighbourhood Weekender. Manchester creator Regan Walker (147k followers) opened festival season over the May bank holiday. He raised a Tia Maria Espresso Martini to the long weekend and showed his followers around the House Party.
Latitude. We worked with fashion, music and lifestyle creators tbhbyron (122k followers), Cacaobean (80k followers) and Daughter of a Hoarder (30k followers) to reach a style-led Gen Z audience. Their content ranged from House Party tours and bathtub selfies to stepping behind the bar to shake their own Espresso Martinis, and each finished with a collaborative grid reel posted alongside @tiamariadrink.
Wilderness. Here we partnered with Raymonda (180k followers), Diogo Duarte (150k followers) and Millie Marsh (58k followers) to connect with the festival’s premium, creative crowd.
Selected creator reels were then boosted through Tia Maria’s paid media, taking them well beyond each creator’s own following. All paid content carried clear #ad and #DrinkResponsibly messaging, so the brand reached its audience responsibly.
Gifting & organic social
To round out the experience, we placed Tia Maria festival kits in glamping yurts for creators and media. Each kit held a branded water bottle, an eye mask and a disposable camera, chosen because they were useful, easy to share and likely to appear in festival content. Creators unboxed them on arrival and kept them in shot all weekend, from matching water bottles outside the yurt to late-night eye-mask cameos.
Many of our paid creators also kept posting after their contracted content was delivered, adding extra organic coverage throughout the festival weekends.
On the ground
The Mercieca team was on site at all three festivals. We managed logistics, briefed talent and turned content approvals around quickly, which kept partnerships running smoothly and let us act on coverage opportunities as they came up.
“Mercieca helped to identify the right talent and made the creator management process easy. They hosted the talent excellently and helped to make sure the programme ran seamlessly across all festivals, ensuring the Tia Maria House Party was seen far beyond the festival fields. It was a pleasure from start to finish.”
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Impact
Our paid partnerships and gifting extended Tia Maria’s festival presence beyond the House Party itself. The brand reached new audiences through content that felt native to each festival and through genuine creator advocacy.
Taken together, paid creator partnerships and organic advocacy kept Tia Maria part of the festival conversation from the May bank holiday through to the end of summer.
1M+
Paid views
7.2K
Paid engagements
Paid influencer
7 paid creators
28 pieces of content
1.06M paid views
7,201 engagements
2.5K
Organic follower reach
Organic social & gifting
41 organic social posts
19 media and influencers posting
2.3M combined follower reach
