We wanted to reinforce the status of alcoholic glass beverage bottles and create an emotional connection with consumers by positioning glass as a classier, premium packaging option. We made glass classy again.
Grey PR was tasked with amplifying the Consol #IveArrived campaign through social media, digital media and traditional PR activity. This mammoth eight-month campaign used nearly every touch point in our service offering, providing ample opportunity to develop creative solutions in a very dynamic and demanding marketplace.
We developed a through-the-line integrated campaign for television, radio, outdoor, digital, social media and activations. The classy and sophisticated design of the campaign was critical in portraying glass as a badge that makes a statement about individuals who drink from it. Grey PR created, managed and implemented the social media strategy and community management of the campaign, including the use of campaign influencers to amplify social media presence. During the campaign, we also introduced foot soldiers – regular consumers who had shown their interest, devotion and engagement with the campaign - to assist us in driving the messaging to an even wider audience.
We boosted sales, reinforced brand benefits and created a powerful online presence, growing our Facebook fans by 12 600 and Twitter fans by 2 700. Through our ambassadors, Mini and Proverb, we engaged over 80 000 people online. Our conceptual design was a welcome reminder that glass is still first class.
- 2 700 Fans following on Twitter
- 12 600 fansfollowing on Facebook
- >80 000 peoplewere engaged and reached online
- 53 000 viewsof TVC on Youtube
- 87 million OTS across social platforms
- 1:17 ROI for client