(lab_report // 2026)
Giffard / Back Bar Project
//
Spirits
Giffard N/A
Positioned, cast, scored and launched. We still run every channel.
(protocols_deployed)
AI-Enhanced Content
Video & Motion
Social & Content Systems
Brand Campaigns
Brand Strategy & World-Building
Community Management
Paid Social
framework // The Après Everything Framework
(01 / the_challenge)
Giffard’s non-alcoholic range was new to the US, entering a category still inventing itself, with no built-in audience. The brand didn’t need a photoshoot. It needed a strategy, a world worth following, and a way to show up everywhere its audience already was.
(02 / the_approach)
It started with strategy. We built the brand’s positioning and visual identity from the ground up, then gave it a cast: the Après Crew, recurring characters with a continuous story that made a non-alcoholic spirit feel like a world worth joining. We produced the campaign as hybrid visuals, scored it with original music, and spun that music into a branded Spotify station running across their channels. Then we ran the whole thing: managing the social, deploying every asset, and steering the paid media behind the numbers below.
(03 / the_work)
(04 / results)
15.3%
Organic engagement rate, July 2026
193
Creator reels using our original track
$0.31
Average cost per link click
Engagement has held well above the 4–6% category target since launch, with or without paid media behind it. The music travels on its own: creators with no tie to the brand have used “Laundry Day” in 193 reels, each one crediting Giffard N/A. One quarter of sampling produced 23 requests and 16 pieces of creator content. In its first US year, Giffard N/A was a Spirited Awards finalist for Best New Spirit or Cocktail Ingredient. We launched it in January 2026, and we still run every channel.
