Brew City: The Social

BACKGROUND

Brew City came to LADbible Group with the business challenges of changing people’s perception of the brand, increase awareness around Brew City snacks for social occasions¬† and nights in, and to increase purchase intent.

The brief was to create awareness around Brew City as a snack brand and to help align the brands key messaging ‘Raise Your Game’ with sporting occasions and conversations.

WHAT WE DID

Our approach was to lead with long form content based around a weekly 15-20 minute show, shot as a live video on Facebook as a premiere, with cut downs of the highlights and other activities for Instagram and Twitter.

We launched ‘The Social’, a weekly sport magazine show where YouTuber, podcaster and football fan JaackMaate invites some of sport’s legends around ‘our gaff’ for a social get together to discuss the week’s biggest talking points on SPORTbible and decide who needs to raise their game – all with Brew City providing the snacks.

Using our audience’s posts and comments to set the agenda, our sporting greats were invited to raise their game and add their voice to SPORTbible’s hottest topics. We even invited top fans from our audience to appear on the show and deliver their hot takes in person. After answering some tough questions our audience always wanted to ask but were afraid to ask, our guests chose someone to give a pep talk to in order to raise their game.

The seven-part series included special guests Jimmy Bullard, Jade Jones, Chris ‘Kammy’ Kamara, James Haskell, Eddie Hearn, Micah Richards and Joe Hart.

RESULTS

The campaign performed extremely well across SPORTbible and ODDSbible, over-delivering on impressions and views, and generating nearly half a million engagements.

  • We improved brand awareness of Brew City with an increase of 11%
  • All Facebook episodes were in the top 10 most viewed food videos amongst all UK sports partners in Oct/Nov/Dec 2020
  • 41M impressions (+22% target)
  • 6.2M video views (+27% target)
  • 459K+ engagements