NAKED MALT
Brief:
Launch a new Naked Malt pop-up experience during the Edinburgh Fringe Festival.
The Challenge:
Standing out in a highly saturated market during one of the busiest events in Edinburgh.
Campaign:
Atomic10 partnered with Naked Malt to celebrate summer in the city by launching Edinburgh’s newest garden bar in collaboration with Underbelly at the Fringe. The pop-up was designed to reflect Naked Malt’s ethos of "Live Naked," encouraging guests to savour life’s little moments and enjoy shared experiences with friends.
Our campaign featured strategic press placement, including a hero story and multiple features, as well as an influencer engagement strategy that involved gifting opportunities to top content creators. This approach ensured maximum visibility and buzz around the Naked Malt pop-up experience.
Results:
The campaign successfully drove press and influencer exposure, generating 40 pieces of coverage across press, social, and digital platforms, achieving an impressive OTS (opportunities to see) of over 47 million.