Refreshers Week, presented by Strongbow, redefines the beverage's brand perception in British culture.
Strongbow's key aim was that they wanted to redefine how the beverage was perceived within British culture. The campaign needed to have 2 clear objectives. The first was to change the brand perception of Strongbow into one that reminds people of a time where they were most free, signalling a release from the excessive seriousness of everyday life. The second was to increase consideration of Strongbow, driving intent to purchase.
The motive for the campaign was that, as a direct result of the AFP and the wider MTV activity, likeability of Strongbow would significantly increase & achieve both these objectives.
A collaboration across Sky Media, Elephant House and MTV looked to produce a bespoke campaign, with content spanning across multiple touchpoints and comprising of five core elements to achieve Strongbow's goals: an AFP, TV commercials, paid and social branded content, editorial social support and a headline sponsorship of Club MTV's Freshers Tour events.
The content achieved over 2.2m video views, 10.3m impressions and 13.6k engagements (17% higher versus other branded content MTV had worked on in 2018)
Over 72k organic impressions on social media
Over 45k students attended the 9 Strongbow events.
+24pp uplift in brand image
+28pp uplift for consideration of Strongbow.
The editorial social organically achieved +496k impressions across Facebook, Instagram and Twitter.
The promo achieved +1.23m impressions on VOD and 92.98 TVRs of adults aged 16 to 34 years old, on air.
"Refresher's Week provided a great platform to demonstrate the campaign thinking, taking the audience back to a mindset where they would remember positive experiences with Strongbow. By leveraging across multiple platforms, we were able to add an additional layer of comms to a specific audience segment, supporting our wider brand campaign." Duncan Child, Media Partnerships, Heineken UK Limited