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WKD rose to fame in the noughties. But times change. And the brand needed to change with them. So following a root and branch brand relaunch, we devised a way to take WKD to the masses once more. Our approach was driven by #BeTheFace, a creative platform that would deliver the impact TV fame had in the past, but in a way that would resonate in 2018.
We developed an integrated campaign to target key touchpoints and create a cultural footprint, positioning WKD as a catalyst for fun, and inspiring our audience to discover the party-starter inside them.
We ran a national Mixcloud competition, offering up-and-coming DJs the chance to play alongside huge names on the WKD stage at this summer’s music festivals.
By snapping and sharing a pic of themselves with a WKD emoji bottlecap, party-starters could #BeTheFace of summer, winning prizes from trips to Ibiza to Ticketmaster vouchers.
We developed innovative ways for people to engage, like a Snapchat lens, and used Snapcodes to run guerrilla takeovers at events.
We also ensured the trade had differentiating and scalable activity, from local club nights through to huge festival activations.
The impact has been massive, with significant value and volume sales growth for WKD along with boosts in key brand health scores – recognition up 25%, ‘good to be seen with’ up 18% and ‘for memorable nights’ up 13%.
Amanda Grabham, Head of Brand Marketing – Alcohol, SHS Drinks, said:
“The campaign has been designed to maximise our impact with both consumers and trade: drive rate-of-sale, further enhance brand credibility, and engage our audience in immersive experiences – be that at festivals, on-trade outlets or via engaging activities at events. There are many strands, but it's very simple to describe: summer fun.”
Kate Cox, Bray Leino CEO, said:
“This campaign touched many parts of our business, from creative, activation and social teams to media, digital development and production. One of the key things for me is that at the core is a simple creative idea, #BeTheFace something that has connected the dots in our increasingly fragmented landscape."