Although the idea was on brand and potentially appealing, we were aware it could turn into a YouTube video with 50 views. We needed a first class communication strategy.

Channel-wise, this wasn’t something you launched on TV. Consumers needed to discover it organically, endorse it and pass it on for it to have impact.

Digital gave us the perfect launch platform. But just sticking the video in a pre-roll video wasn’t the answer. We needed to be canny about who we engaged in the digital space.

An extensive digital seeding strategy targeting key influencers both locally and internationally followed.

After letting momentum build, the introduction of shorter form content in online ad placements extended reach further.

The results blew every benchmark out of the water:

- Content view objectives were delivered within 24 hours, ultimately achieving over 7.7 million official views. This equates to over 37 years of Tui branded video viewing time.

- Spontaneous awareness and consideration amongst our core 18 – 24 year demographic grew by 9.7% and 12.3% respectively.

- Popularity increased by 8% year on year – where our target was to maintain and stop the decline.

- Tui Beer market share grew from 20.4% to 25.3% during the campaign period. Amazing in a declining market!

- Seeding strategy generated $602k in online earned media value.