Bushmills

Social Content + Influencer Campaign

Role: Copywriter + Creative Strategist

Bushmills Red Bush Launch

Bushmills wanted an influencer campaign to launch Bushmills Red Bush, their newest expression targeted at a younger, millennial male audience who takes shots instead of drinking whiskey neat. Almost all of the existing Bushmills content featured individual men enjoying whiskey alone. We knew that in order to prove how Red Bush was different, we needed a crew that embodied youth and friendship.

My team partnered with the group of friends behind The Buried Life to show how they bond over a bottle of Red Bush. In addition to starring in original branded content on the Bushmills channels, each influencer also posted on his own channels, predominantly Instagram, Twitter, and Snapchat.

As the creative lead on this project, I pitched the concept to the client, helped identify influencers, created a narrative for the campaign, oversaw the photoshoot, and wrote all copy.

Don’t be afraid to go against the grain. #realirish — with @bennemtin & @duncanpenn of @theburiedlife 📷 by @coreymcnori

A step up from ordinary whiskey. #realirish — w/ @bennemtin, @duncanpenn, & @daveyspice of @theburiedlife 📷 by @coreymcnori

Reinvent the wheel every now and then. #realirish — with @bennemtin, @daveyspice & @duncanpenn of @theburiedlife 📷 by @coreymcnori

Jump to get the first round. #realirish — with @daveyspice, @duncanpenn, & @bennemtin of @theburiedlife 📷 by @coreymcnori

Creative Strategist + Copy: Amy Allen Influencer Manager: Megan Powers Photographer: Corey McLean Art Director: Tyler Resty Producer: Rory Farrell

Bushmills Original + Black Bush Social Content

I also crafted the social voice for Bushmills Black Bush and Bushmills Original. Edgy and masculine, the brand's tone was created to appeal to rugged, independently minded men. Links to individual posts below. Explore them all on Instagram. (Please note you'll need to be logged into Instagram to view each link.)