Ask the Collective

What ROI can alcohol brands realistically achieve from influencer and UGC marketing campaigns?

Members report mixed but generally positive results, though attribution remains challenging. The consensus is that influencer/UGC works best as **scalable word-of-mouth** that leverages creators' distribution and social proof—particularly valuable given alcohol advertising restrictions. Key recommendations: - **Work with creators on leverage and creativity**, not just content creation. The goal is to tap their audience and authentic voice, not just produce assets. - **Vertical Brands** — a recommended agency partner for influencer strategy. - **Brand Hackers** — mentioned as delivering strong results on tight budgets (example: Drink It In campaign). - Consider **in-house ownership** of the influencer profit centre rather than outsourcing to agencies. Members noted it's "very tough to find an agency that's worth their weight." - **A-list celebrity partnerships** can work but expect significant spend or equity involvement; otherwise creators often launch competing brands (examples given: Aviator, 818, Teremana, Proper 12). - One member reported influencer/UGC as "some of the best ROI I've ever done," though most acknowledged that traditional TV placement (e.g. Sunday Brunch) has been more noticeably impactful on digital and sales metrics. Caveats: Attribution is difficult; influencer ROI is easier to justify conceptually (distribution + social proof) than to measure directly. Consider it a medium-to-long-term brand and reach play rather than immediate conversion driver.