Bulmers Light – Bring Style to Light

See how we created a personality for Bulmers Light online

Brief:

We were asked to create a personality for the brand online, to drive sampling and increase awareness about the drink’s qualities (92 calories yet 4.5% strength). Our ideas needed to work with the current offline campaign.

Audience:

Fashion conscious women around 30 years old.

Strategy:

We created a Facebook page to ‘bring to light’ style tips, emerging fashion talent and the ‘92 calories yet 4.5% strength’ message. A Style Team of various contributors, led by The Stylebitches, were recruited to make style-related posts and comments.

We developed our own friendly, fashionista tone of voice to be the brand personality for the page, and to use for updating fans about sampling nights and competitions.

Displays Ads:

Style Bitches ads – Different style tips reflected what you could expect to find on the Facebook page.

Alex Woo ads – These ads were a stylish and contemporary take on the Bulmers Light numbers (92 calories yet 4.5% strength) designed to complement the offline & encourage users to think about the numbers.

Results:

• Over 2500 Facebook fans were recruited in a matter of days (still in campaign)
• CTR on the ads exceeding averages for alcohol brands online
• The page continues to grow
• Audience are actively engaged; debating celebrity gossip, fashion tips and trends

Find out what’s happening on the Facebook page here.