Bulmers Berry – Join an Undergrowth Movement

Brief:

To create awareness of Bulmers Berry and promote sampling nights & events.

Audience:

Highly connected digital natives (18-24 year olds) who are very socially active. Men & women.

Strategy:

Facebook was used as the key digital space to engage this audience. The main objective was to drive users to ‘like’ this page to recruit a community of fans. Then, we could promote sampling nights, and all the latest events and competitions being brought to you by Bulmers Berry – An Undergrowth Movement.

We created a series of video ads to drive people to the Facebook page, including an entirely new, innovative ‘Below the Site’ format, which encouraged users to scroll down to the bottom of a web page to discover the message below. We also used geo-targeted sampling ads to promote sampling nights.

Results:

• CTR on ‘Below the Site’ ad: 3 times above average for video ads
• Good PR generated around the new innovative  ‘Below the Site’ format
• CTR on sampling ads above average, showing interest in the product & event
• Fan base steadily growing on Facebook page