The marketplace has been flooded with lots of energy support options (drinks, shots, vitamins) and awareness and trial of Berocca were low. But, we knew that once people tried the brand, they loved it and bought it again. So, we wanted to get Berocca into more people’s hands. Berocca is unique in the energy category because it offers mental sharpness and physical energy, which made SXSW, where our core target was, the perfect place to highlight the dual benefit.

The beauty of this idea was that a media team was not required. The entire idea lived on Twitter, and we simply needed to tweet to those who used the improper hashtag. The only resource needed was a community manager and a moderation team.

Over the course of five days, Berocca’s Twitter followers increased by 25%, they reached 1.2 million impressions, and the engagement rate tripled.