Providing opportunities for 16-24 year olds to open doors for them with access all areas to grime music artists
To create an urban, underground, street-credible buzz campaign
that will promote KA to the primary target consumer.
Focusing on Stills, most popular and new flavours
To drive brand affinity and awareness so the brand maintains it's position and continues to grow in stature with the core TA.
- Deliver sales target for 2013
- Build brand trial
- Increase brand penetration
Music is the TA's main passion and they all crave respect from their peers.
Delivered through creative, design, web build, motion graphics, promotions & social comms;
- We recruited leading & respected grime artists to promote the brand giving the campaign authority & authenticity
- Partnership with the main authority in grime music GRM daily to produce content
- Collaboration with individuals, influencers and communities within the grime scene
Consumers gained access all areas to our music acts learning & gaining insights to help themselves get into the industry.
During the campaign period:
Over 135,000 views on our YouTube page
1,218 followers on Twitter from Zero
Over 15,000 website visitors
175,000 cans sampled
Building in more content to be shared throughout campaign period
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