The campaign exceeded expectations, and smashed all business and media objectives.

We set out to increase Dare sales by 5%, and achieved annual growth of +12%! This meant 44,000,000 litres of Dare sold (goal was 40,000,000 litres). Sales were highest in weeks that our Real Time Dare Fix Dashboard was activated – 293,000 units vs. 271,000 units – making the innovative dashboard a critical campaign tool.

The creation of this innovative platform also saw us significantly surpass social engagement targets set – +48% in engagement via Facebook Likes / Comments and Shares - more than double our media objective of +20%, whilst our +20% Twitter re-tweet goal was blitzed, with a massive +461% increased re-tweets!

The dashboard also proved to be a far greater efficiency in campaign management – saving Lion more than $40 / hour versus employing social media staff to identify trends manually.

Most importantly, the Dare-Fix dashboard is now a core to Dare’s communications strategy as it cemented Dare as a continued trusted leader and source of popular culture content amongst its millennial audience, and demonstrated Dare’s understanding of, and relevance in their lives.

Our entire campaign hinged on the data the dashboard supplied to us.

Powered by innovative technology development and creative execution, we could adapt and execute creative on the go, supporting our strategy that took inspiration from how our target audience appropriated popular culture in the moment, rather than after the fact.

Our bespoke Dare-Fix Dashboard was built to visualise this live trending content, and our response process was simple:

1. Real time trend access:

a) Email blasts, 1 hour before start-of-business and 1 hour before close-of-business, showing fastest rising trends in the last 12 hours

b) Users access the dashboard at any time to view “now” trends

2. “Head all over the place” criteria: Personally review more detailed data to determine “head all over the place” moments

3. “Real Time Dare Fix” activation:

a) Owned Media: issue content to followers, via Dare’s Facebook page and Twitter handle

b) Paid Media: broadcast messages at scale, via digital Out-of-Home.

A great example of the dashboard was its swift ability to identify the latest gaffe from a man who regularly makes headlines for his “head all over the place” moments – Australia’s Prime Minister, Tony Abbott.

The event happened early in Australia when most of the country was just waking up, but our algorithms were hard at work. By 9am, the story had been flagged and after a brief discussion with the business team, we took our real-time content strategy to new heights.

Facebook and tweets were posted from Dare Iced Coffee’s owned media assets, and by 2pm the content was on digital outdoor billboards, four hours before Australian major news broadcasters would tell the story that evening.