Taking the new globally-developed Lucozade masterbrand positioning and making it contextually relevant and engaging at a local level.
Our challenge was to rapidly establish the new Lucozade promise brought to life through the “YES” messaging, and to contextualise its deeper meaning into the DNA of each individual brand. All the individual brand communications could then ladder up to a stronger Lucozade “voice”.
The Lucozade brand had high levels of awareness and appeal, particularly among its core young male customers, but needed to make the Lucozade masterbrand positioning clear and relevant to their world. The most valuable consumers were ‘now activists’ – ruled by sociability, symbols and newness. Finding, absorbing and sharing content first was highly motivating for them. And no brand in the soft drinks category was delivering this.
The big idea was simply to treat the launch not as an ad campaign, but rather the release of new content. The campaign was launched through a planned eco-system of activity, which defined the type and depth of communications we wanted to take place. This framework allowed us to prescribe the energy-flow behind each media channel’s role at each stage of the customer response to the campaign, rather than simply
stating which channels to buy. Within the eco-system, every piece of activity has an effect on everything else within it, ensuring early pull-through from our now
activists. Lucozade’s eco-system had 3 key areas that had to integrate and relate to one another to ensure a cohesive launch behind the new brand promise. The purpose of each phase was to generate consumer expression, not impressions, primarily judged by the success of the new Facebook profile.
The three phases were:
The basis of this was to launch in a big way, but in very select environments, leveraging the viral nature of our core consumers.
We made an event of the days around the launch day by dominating all key channels (including roadblocking the entry points to social media, solus ad breaks and multiple video news releases across TV, extensive use of online video ads and specific movie targeting in cinemas).
We switched to a higher frequency of different ad executions across TV and online video. Media partnerships provided new and exclusive content for Lucozade, which was published through the Facebook profile allowing our now activists to get this to their peers ahead of anyone else.
Our success is measured by the high number of most valuable consumers we are regularly engaging with “YES” through our Facebook profile. Within 6 months we went from 0 – 33,000 members, which was also the highest number of an Irish Facebook profile page within the CSD category. The profile was also ranked within the top 30 of Irish profiles within this time period. While these standard industry measures demonstrated massive success, the deeper social media expression measures were even more impressive. The activity achieved an interaction rate five times the industry average and an unlike rate a third of the general marketplace.
For more examples of great media work, you can get in touch with me on 01 271 2139
Ciaran Cunningham – CEO
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