& AD Strategy
Sailor Jerry is a Spiced Rum brand that is deeply rooted in tattoo culture and has had national distribution for over a decade. They came to us because Valentine's day was approaching and the brand wanted to create a stunt that would attract new people to the brand, new followers to their social, and do something creative and in line with their tattoo-loving fan base.
Instead of leaning into the obvious route of promoting love on Valentine's day, we created a campaign around tattoo removal - for people with tats of their exes' names. We planned and executed a meme campaign over Valentine’s day featuring 4 DHM verified meme accounts including @boyswhocancook (989K), @grapejuiceboys (3.6M), @insta.single (6.5M) and @commentawards (567K).
Our fresh, original in-house creative content garnered nearly 3x our impression goals.