Work / Ei Group

Pub tills ringing on a Friday – Get in!

Ei Group

  • Social Media Training
  • Content Amplification
  • Campaign Activation
  • Social Media
  • Content

The Challenge

We were challenged to optimise a Foster’s promotion that was aimed at driving footfall into pubs on a Friday. The brief was to develop a campaign that could work across the year, inspiring pub visits by core audiences at the end of the working week.

Key results

  • 800k

    campaign reach in two weeks

  • 50%

    CPM 50% lower than industry average

  • 77%

    uplift on historical campaigns

The Approach

Using our Intelligent Approach to engagement, our insights informed our core audience and behaviours. We created a campaign focused on reasons to visit the pub, that would inspire a reaction based around emotion. Our insights highlighted social channels as cost efficient and effective way of reaching this audience.

We wanted to inspire engagement and sharing amongst friends and people got behind the campaign to take a trip to their local. Digital activation focused on Facebook, Messenger, email, and publican engagement including social media inspiration and activation kits.

 

Our activity achieved:

  • Highly engaging, targeted creative that worked in Messenger, social ads and across varying pieces of collateral.
  • The integrated campaign reached target audiences effectively. Inspiring interaction and engagement.