Conversational Brand Campaign Pick of the Month: Guinness

Back with another brand campaign pick of the month - this time around I’m highlighting Guinness for their #AToastTo initiative for St. Patrick’s Day. 

The Guinness #AToastTo Campaign 

Guinness, the toast of Ireland, turned to Holler in order to reach people ahead of Saint Patrick’s Day. With traditional holiday revelry still on hold, Guinness’ broader campaign aimed instead to honor the heroes of the pandemic with #AToastTo messaging. Their #AToastTo campaign encouraged people to raise a glass to those who mean the most and who have gotten us through a difficult year - from friends and family to frontline workers.

Guinness extended the campaign into messaging with a Holler branded sticker campaign. The stickers allowed people to express cheers and well wishes in both messaging and payment environments. During a time when many of us are still communicating digitally, Guinness helped people share a toast even when apart.

What They Did Right

In a month-long campaign in messaging and on Venmo, Guinness created a suite of Stickers that focused on raising a glass, enjoying celebratory moments, and spreading Saint Patrick’s Day cheer. They also took it a step further with a special #AToastTo stunt exclusively on Venmo. When users typed #AToastTo into Venmo, their sticker tray was filled with Guinness #AToastTo stickers, allowing them to honor everyone from their community to friends. 

With this innovative execution, Guinness owned Saint Patrick’s Day chat across platforms during a key tentpole moment while inspiring people to show their appreciation and gratitude. I especially admired how they brought their wider #AToastTo campaign into Venmo in a unique, meaningful, and effective way.  

Inspiring. Smart. Creative. 

Sláinte Guinness!