OVERVIEW

In 2019, McCain launched Brew City in the UK across its foodservice and retail divisions with a trailblazer and innovative approach to market entry. We were tasked to help bring their new product to market through social media.

Supported by TV and radio but with digital at its forefront, we led a multi-channel, integrated and phased launch through a range of social media initiatives across the foodservice sector.

OUR SOLUTION

In the fist phase of the activity, we looked to raise brand awareness by reaching key decision makers at both wholesaler and operator level. We led social initiatives such as ‘Pub in the Park’ ticket giveaways, beer pairing videos and sharing insight from new industry reports.

We delivered activity through an ongoing generation of creative executions all supported by meticulous media planning and testing to ensure the Beermunch message resonated with the target audience.

In February 2020 we also used social media to support Brew City’s event attendance at ‘Pub20’, involving three key phases:

  1. Pre-event attendance awareness
  2. Live capture of content and social media during the event
  3. Post-event collateral and re-marketing

Through targeted advertising and in-house creative delivery we sought to drive key messages at the right time to the right audience.

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THE RESULTS

  • 1 million+ impressions
  • 78% of ticket giveaways through social media
  • 51% video view rate on Twitter
  • 7% engagement rate

NEED ANOTHER PAIR OF EYES ON YOUR SOCIAL STRATEGY?

If you already have a social media brief or simply want to hear how we could help elevate your strategy to the next level, then we'd love to help.

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