The Brand
PAMA Pomegranate Liqueur, a product of Heaven Hill Brands, has partnered with Sensis on the launch of its first-ever multicultural campaign. Although PAMA is manufactured in the US, it is very popular in Puerto Rico, and among Puerto Ricans stateside (only one segment of the total multicultural space and opportunity).
The Strategy
Align our efforts on the influential Latina and Black female millennial. By focusing on this demographic, the campaign ingeniously anticipates that these women serve as catalyst, attracting a diverse array of women to embrace the brand.
The Approach
Our creative messaging is simple: we want you to create unforgettable moments, and PAMA's irresistible flavor can help you do just that. Whether you're enjoying a cocktail at home or raising a glass to celebrate a milestone, PAMA’s unique flavor elevates any moment into something truly extraordinary. With PAMA – ¡Ya tú sabe!
The Work
Our paid media campaign delivered our message through diverse, relevant touchpoints, strategically focused on digital, streaming, out-of-home, and DJ endorsements in Houston, Chicago, Los Angeles, Miami, and Orlando.
Simultaneously, organic social media tactics featuring community management, influencer engagement, content creation, and PR package distribution, all further amplifying the campaign's objectives.
The Results
In addition to these efforts, we also organized exclusive events known as 'Pink Your Drink', where we invite targeted influencers and media partners in lifestyle, fashion, gastronomy, and more, to join us and help spread the joy of PAMA while encouraging PAMA moments in their own lives.
Guests were invited to wear shades of pink and red creating an atmosphere that harmonizes the brand with social color schemes.
Our first event, hosted in August 2023, resulted in an impressive turnout of 85+ guests, with 39 influencers attending of which 24 actively posted content organically, garnering over 92 social posts, and over 1.4 million impressions!
The influencer events garnered 191 influencer attendees (144 whom posted), securing a total of 671 organic assets across social media platforms successfully reaching 8.7M accounts and over 31M impressions.
Organic Growth Assignment for another Heaven Hills Brand.
Agency: Sensis