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Asahi Premium Beverages

VCTV by Vodka Cruiser

 

A category first branded content innovation, at the intersection of creativity and digital smarts that harnessed the full potential of a Dentsu Aegis Network Global media partner, taking the ‘Facebook Live’ platform into unexplored territory.

Click to view: VCTV Video

 

Challenge

The challenge facing Vodka Cruiser was that younger drinkers were leaving pre mixes behind for more grown up tastes. We needed a powerful approach to build relevance and influence mindset at a deeper level.

 

Strategy

For young women, life is hectic and their loyalties can be frankly quite fickle. We needed to uncover why the inherent tension between enjoying the taste of Vodka Cruiser and not identifying with the projected image. As we probed deeper, through focus groups and speaking to female psychology experts, it became clear that the values and identity of these young women was in a state of transition. The brand needed to be a cultural catalyst, keeping pace with consumers lives, giving them an aspirational window to the world.

We created VCTV, a category first branded content series shot in high definition specifically for the Facebook Live platform. We partnered with SketchShe, who are amongst the biggest global social media celebrities to create a six episode series, screened live weekly. The fast and funny chat show was designed to follow an interactive format covering themes like relationships, food, travel, fashion and career. Hosted in infotainment style, each show featured socially influential guests. This wasn’t TV as they knew it. Viewers didn’t watch VCTV, they were part of it.

 

Results

  • We saw 9% increase in brand favourability (vs. regional benchmark of 1.8 %) and 23% increase in Ad recall (vs. benchmark of 8%).
  • We reached 1.35 million Facebook users (90% of Women 18-24) who spent a total of  240 days with the brand (3.2 million content views all up).
  • We saw a staggering 9.3% uplift in sales- triple that of forecast growth.

All in all, we connected culturally in a uniquely compelling way to position Vodka Cruiser as a brand that entertains, inspires and sparks conversation. A smart fusion of influencer marketing, UGC and product integration made VCTV a ground-breaking case of branded entertainment harnessing the power of ‘Live’.

Key Points

“VCTV is unlike anything we've done before, a true innovation and we're thrilled by the momentum so far. It hasn't just managed to get our consumers excited but our retailers are very interested in new social media channels like this, so it has a halo effect on the brand's perception in the market."

Michael Edmonds – General Manager Marketing ANZ – ASAHI PREMIUM BEVERAGES