Overview

CHANGING DRINKING HABITS

Carlton & United Breweries had seen a transition in drinking habits of its customers. This change manifest in an increased appetite for mid-strength beer, leading to the creation of Great Northern Brewing Co. Super Crisp.

THE BRIEF

DRIVING TRIAL & AWARENESS

In a new, hotly contested space, we were tasked with helping Australians fall in love with Great Northern Brewing Co. (GNBC) ‘The Beer from Up Here’. Our core target audience was 24 – 44 year old males.

THE SOLUTION

LEVERAGING INFLUENCERS ACROSS MULTIPLE TOUCHPOINTS

From time to time all men need to reconnect with themselves & their mates in the great outdoors!

This insight fed our strategy, but in order to ensure it resonated broadly, we sweated it with additional consumer research to understand the attitudinal reasons for males escaping to the great outdoors.

We knew we needed to work with high profile influencers, bloggers and media to communicate the brand story on a national scale. We worked with GNBC to bring this to life in an immersive and authentic “brand house” in Cairns where:

– Our group of influencers could be with mates to reinforce the genuine qualities of the brand experience

– The influencers (strategically selected using  MAGNETIC tools) could produce organic content around the interests of our target audience

– Consumers could also take part, via a socially driven competition

Six influencers and six journalists were sent on a four-day familiarisation experience at The House of Great Northern to create a swell of content and coverage to land at the start of summer, ensuring third party endorsement, brand awareness and consideration throughout the summer months. All content used #thebeerfromuphere and #greatnorthern hashtags.

 

RESULTS

ONE OF CARLTON UNITED BREWERIES MOST SUCCESSFUL BEER LAUNCHES

Hayden Quinn (food), Nick Cummins (sport), Dan Churchill (food), Tyson Mayr (travel), Ryan Clark (TV) and Al McGlashan (fishing) took part with media attendees including Nova Radio, Daily Mail, Man of Many, Yahoo!7, Wild Magazine and the AU Review.

Media communicated key messages, branded images and links back to GNBC social channels with editorial agreements made upfront.

Influencers created a series of still and video posts for their Instagram and Facebook channels. We synchronised with GNBC’s social media team to re-share and boost content with paid media on owned channels.

– 125 hits across media & influencer channels resulted in almost 14million OTS

– CPC: $0.01 influencer; $0.004 media

– Positive sentiment in social media commentary: 90%

– Volume of social media commentary about beer and/or great Aussie lifestyle: 68%

– Influencer engagement levels on GNBC content: 3.67%, more than double industry standard

– Nick Cummins’ shared post was the most successful post by reach and engagement in the history of the brand’s Facebook page.