Smirnoff wanted to increase nightlife participation among disabled adults and challenge the assumption that accessibility means separation.

I developed a social-led experiential strategy where the physical space functioned as an accessibility space but also a content engine, in partnership with Beatrice Checkley.

Instead of a hidden “quiet room”, we positioned the Smirnoff Cocoon as an embedded, culturally relevant space within the event, designed to increase dwell time, group attendance and organic social sharing.

Marketing Strategy

1. Social-first concept development
The Cocoon was built with shareability in mind, high-contrast brand visuals, strong messaging (“Room To Do You”), and distinct zones that naturally prompted UGC.

2. Pre-event TikTok activation
Troye Sivan hosted stitch-friendly interviews with disabled festival-goers to challenge assumptions and build anticipation.
This reframed Smirnoff as a cultural ally before the event began.

3. In-event UGC infrastructure
Selfie-optimised lighting, meme-ready stickers and clearly defined sensory zones encouraged organic content creation without forcing participation.

4. Digital extension
A companion app supported real-time sensory navigation, reducing stress and increasing time spent on site, driving further content capture and brand affinity.

Outcome

The strategy positioned Smirnoff as a leader in inclusive nightlife, increasing cultural credibility within disabled communities while driving measurable marketing benefits:

• Increased dwell time

• Higher group attendance

• Organic TikTok and Instagram amplification

• Stronger brand trust in underrepresented audiences

• A never done before experiential concept that makes life music more accessible for people with sensory disabilities.