House of Influence for White Claw
The agency is responsible for all communication related to White Claw Peach through a campaign that showcases how influencer marketing has evolved in recent years.
While classic image posts, Instagram stories and organic reach were the main focus at the beginning of the collaboration, reels, TikToks and paid ads now dominate the campaign strategy.
Whether at the lake, at a festival or as an aperitif after sport, White Claw Peach is positioning itself as a refreshing must-have drink for the summer. Ten selected influencers from German-speaking and French-speaking Switzerland presented precisely this message on Instagram and TikTok. To kick off the warm season, the creators from the fields of music, lifestyle and sport shared their personal summer moments with White Claw, generating a total of over 378,000 video views.
The campaign was conceived and implemented by influencer marketing agency House of Influence, which uses a creative storytelling approach to combine brand messaging and lifestyle. The agency has been responsible for influencer activations since White Claw entered the Swiss market in 2021. Influencer marketing has changed during this time: While a combination of different formats such as Instagram stories, reels and classic image posts were used in the past, the focus today is primarily on reels and TikToks.
Instagram stories in particular have lost a lot of their reach and therefore their relevance. Classic image posts are also rarely used in white claw campaigns. "We recommend investing budgets in the promotion of reels instead of Instagram stories in order to generate additional visibility for the brand. At White Claw, we also no longer rely on image posts but on video posts, as these are ideal for conveying the values of the brand and the desired attitude to life," explains Leila Schmid, Head of Campaigning at House of Influence.
Despite all the changes in the social media landscape, one success factor remains constant: the selection of suitable creators who score points with creative ideas, a high target group fit and a personal approach. These aspects also played a central role in this year's campaign. Among others, the action sportsman from western Switzerland has been involved since the first year @benjfriantofficialwho showed off his latest tricks on the foil scooter, followed by a relaxing break at the lake with White Claw Peach. A special highlight of this year's activation was the collaboration with musician @yannick.muller. In the course of White Claw's increasing positioning in the music scene, Yannick composed his own song: "Peach", inspired by the sound of a White Claw can. The song will be officially released in summer 2025.
"We focused on real content right from the start. With real moments, real people and without a lot of chichi. What has changed are the formats: Today, a reel or TikTok simply works better than a classic picture post. But our aspiration has remained the same: To be relevant, remain approachable and authentically convey the vibe of White Claw," explains Jonas Heinrich, responsible at Diwisa , the distributor of White Claw in Switzerland.
All content was also played out as ads to further increase reach. The campaign achieved over 378,000 video views (organic & paid), reached more than 287,000 people and generated an average playback time of 8 seconds, which is well above the industry standard.
The launch of White Claw Peach shows that despite changing platforms, influencer marketing remains an effective tool for achieving high visibility with relevant content and addressing target groups authentically. White Claw is aimed at an adult target group aged 18 and over and stands for conscious, responsible indulgence.
Responsible at House of Influence Leila Schmid (overall responsibility), Tanja Herrmann (strategy), Elvira Diez (project support) Responsible at Diwisa (White Claw Distributor) Jonas Heinrich (overall responsibility), Inga Dziergas (Paid & Content Strategy)
