0
social reach
0
influencers engaged
0
DOOH boards nationwide
0
monthly reach
Challenge
Cut through the brand clutter experienced by smaller brands on social environments. Be distinguishable and differentiate the brand from its competitors across multiple media channels.
Solution
Utilise pre selected relevant micro influencers to create native content and Instagram social posts to promote their “Sunshine Moment” with a Sol.We then amplified key posts created by influencers on key digital out of home sites and tagged the billboard with the appropriate handle.This drove incremental reach through extended ATL mediums by repurposing digitally created content on “big brand” environments such as out of home
Result
The use of a variety of social influencers was vital for a low awareness brand like Sol – It broke through the social clutter that some smaller brands experience due to smaller budgets Amplification on DOOH extended incremental reach outside of digital and incentivised the Influencers to create great pieces of content. The video was the preference in terms of content by loyal audiences generating the 14% engagement rate.
About the campaign
“Born under the Mexican sun in 1899, Sol is a brand with a strong heritage and a close association with sunshine. Drinking a Sol beer feels like a ray of sunshine, light and easy. Perfect for sharing with friends on a sunny day.” Based on this we wanted to encourage consumers to engage with the brand. To achieve this we selected micro-influencers based on their interests and showcased their SUNSHINE MOMENT on social media. The best posts were then selected and shared on various digital sites for consumers to see and encourage them to share their own SUNSHINE MOMENTS with SOL to stand a chance to be seen on a digital board.
Other agencies involved: The Odd Number and Indahash
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