Amarula Partnership with AMA Fest 2024
A successful brand partnership connecting Amarula with UK's premier Amapiano music festival, targeting young black Millennials and Gen Z while driving brand awareness and getting liquid on lips.
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Our Partnership Aims
1
Drive UK Brand Awareness
Targeting predominantly young black Millennials and Gen Z with authentic connections to Amapiano music culture, reflecting the brand's South African heritage.
2
Create Premium Experiences
Enhancing premium spaces and creating relaxed environments that encourage meaningful connections while amplifying Amarula's presence.
3
Build Industry Relationships
Developing bespoke experiences with artists and influencers to create long-term relationships within the industry and community.
Target Audience
Demographics
  • Millennials & Gen Z
  • Ages 24-35 years
  • 50:50 gender ratio
  • 7,500 festival attendees
Brand Persona
Boundless optimism, simplicity and uncomplicated experience. Promising relaxation and authentic enjoyment, always acting with generosity and authenticity.
Activity Timeline
1
Launch Party
VIP event at Vibes on Main the weekend before AMA Fest, creating buzz with 43 exclusive attendees.
2
AMA Fest
Main festival with branded VIP area, public activation space, and branded bars serving Amarula cocktails.
3
Social Media
Ongoing campaign with macro and micro influencers sharing content before, during, and after the event.
4
Email Marketing
Post-event engagement utilizing AMA Fest's database of 100,000 Amapiano music enthusiasts.
Festival Presence
VIP Experience
Exclusive area for 1,100 guests featuring branded entrance, teal flags & parasols, and exclusive bar serving 12,000 drinks.
Public Activation
Relaxation area with dart board, deck chairs, branded artboard, and merchandise. 5,000 people signed up for data capture to receive free drink tokens.
Artist Engagement
43 artists received bespoke gift packs with Amarula products and personalized letters, generating organic social media content.
Social Media Impact
985K
Macro Influencer Reach
Total audience from key influencers including @samiramighty (688K followers) and @priscillaanyabu_ (160K followers).
10.2K
Micro Influencer Reach
Engagement from niche content creators with highly engaged audiences.
8.5K
Amarula UK Social Reach
Direct brand channel engagement across a 30-day period surrounding the event.
Key Results
Consumer Insights
  • Many had heard of Amarula but didn't know it was available in the UK
  • Discovered new ways to enjoy Amarula in summer social settings
  • Learned about the range of products beyond the cream liqueur
  • Expats felt connection to home through the brand
Engagement Highlights
  • Branding well-received across all touchpoints
  • Artists excited by personalized gift packs
  • Consumers willingly provided data for free drinks
  • Simple, approachable cocktails were popular
  • Strong consumer desire to engage with the brand
Future Opportunities
Email Marketing
Leverage AMA Fest's database of 100,000 Amapiano enthusiasts to reach consumers who didn't attend the event.
South Africa Event
Connect with UK consumers traveling to South Africa for exclusive Amapiano experiences, reinforcing the brand's heritage.
Seasonal Campaigns
Build on success to position Amarula as a summer cocktail option, differentiating from winter-focused competitors like Bailey's.