Alcohol marketing in Australia must abide by a strict set of rules and regulations including targeting only those over the age of 18 and physically appear to be over 25. Music, treatment, events must also not be seen to be targeting at teenagers or those under the age of 25. Any content cannot show any form of transformation after the consumption of alcohol.

This is governed by the Australian Advertising Standards Bureau (ASB) and all creative agencies are encouraged to sign up to the Alcoholic Beverages Advertising Code (ABAC) scheme.

With regards to Branded Entertainment, any content partnerships must be transparent and clearly distinguish between native content and that involving brands. Branded content directly created by brands, and all other content is governed by the Australian Consumer and Complaints Commission (ACCC) and enforced by the ASB.

Imgur was used to seed the fake MONTEETH’S amongst other counterfeit products.

We then paid influencers to post photos of the fake MONTEETH’S to their social accounts and back onto the Monteith’s page.

We used Facebook to acknowledge the crisis via an official statement before faking a counterfeit bust and promoting the scene photograph with paid media.

Finally we released our online content on Facebook and via media partnerships.

A campaign micro-site was used to drive fan point-to-purchase via a Google Map plug-in and provide a destination site for point-of-sale.

For a total media budget of just $35,000, the campaign reached an astonishing 3 out of 4 people on Facebook who consume alcohol (excluding spirits) – that’s 3.6 million Australians. Achieving more than double what the equivalent TV schedule would have delivered, at less than 1/10th of the cost.

Driving this result was our content; “Sheep Sniffer” delivered over 1.4 million combined views, and our posts a combined 220,000+ unique interactions.

Strong content and targeting delivered outstanding organic reach – delivering an incremental 330,000 people for free.

Finally our micro-site closed the loop by directing fans to authentic Monteith’s merchants.