We found the one French export most Britons adore: former Manchester United footballer Eric Cantona. Then we got him to go on social media and issue a challenge: if 10 000 Britons agreed that Kronenbourg is the best-tasting beer in the world, he’d swim the English Channel from France to Britain to salute their great taste.

As we created excitement online and in the press, we released more videos and content building up to the big event.

Finally, on 6 August 2015, Cantona swam to Britain. But we’d saved the big reveal for last: he swam in true footballer style – in a swimming pool on a super yacht, to the surprise and delight of the whole country.

Our campaign consisted of four main films, supported by a number of content films and regular static updates. All content was posted on Kronenbourg 1664’s Facebook, Twitter and Youtube accounts in stages from 2 July 2015 until 6 August 2015. While we promoted films and content with paid-for advertising on these channels, the majority of views and interactions was not paid for – both on our channels and organically, via the press.

# 1 UK social FMCG campaign in 2015 (Nielsen/Headstream)

Purchasing increased 14.5% in off-trade compared to the same period in 2014.

Earned Reach of 66.3 million.

23 million UK views on Youtube, Facebook, Twitter and VOD.

More than 125 pieces of press coverage

2.5 million engagements

Earned/paid ratio of 6/1 on Facebook and Twitter – 10x above average.

Facebook users’ brand recall increased 46%

Twitter Promoted Trend: delivered 3x above benchmark

YouTube VTR: 70% above benchmark, Video Completion Rate: 125% above benchmark, VoD CTR: 180% above benchmark

Scored 17% higher than the previous TV led campaign on the key equity metric “a great brand for me”,

A 9% increase in Kronenbourg 1664 as our audience’s main beer brand

A 13% increase in “a brand for those who put taste first”, with 22% stating they wanted to purchase Kronenbourg 1664 (12ppt above category average)