IZZE Friendsgiving | The Integer Group®

Using a Social Media Hack to Launch a New Holiday



Friendsgiving is a popular Millennial holiday hack that extends the festivities from the family you can’t choose to the family you can: friends. And because IZZE is all about curating, inspiring, and elevating millennial gatherings, we couldn’t wait to get involved in the growing phenomenon.

IZZE’s “Spark Your Own Friendsgiving Adventure” was a social-media hack meets choose-your-own-adventure style experience that gave IZZE and Millennials the chance to co-create the perfect Friendsgiving celebration. From IZZE-curated themes to do-it-yourself decor ideas, cocktail recipes and festive pairings, IZZE inspired party planners to make their Friendsgiving sparkle brighter than ever.

To make it work, we asked users a series of questions about their own style and tastes. Based upon those answers, we served up Friendsgiving party planning suggestions. Satisfying Millennials’ desires for both customization and instant gratification, we made the experience seamlessly shoppable by connecting content to commerce in just one click.

A strong call-to-action sparked authentic one-to-one connections, turned content directly into commerce, and provided both the inspiration and tools for Millennials to craft their ideal Friendsgiving celebration.


As a result of our Friendsgiving campaign, IZZE garnered:

  • Over 21,000 engagements with many of them continuing through to Amazon and Pinterest to buy and learn more
  • Over 2x more clicks (on the Like2Buy link) to learn more and shop the various themes when compared to similar Instagram social shopping programs
  • A 30.4% increase in the IZZE Instagram following
  • A 50% increase in sales on Amazon, making it Amazon’s best selling PepsiCo beverage product at the time