Asia Pacific PR Excellence Awards 2017, APAC Winner Brand Relationships
Asia Pacific PR Excellence Awards 2017, APAC Shortlist Content Marketing
Australian Effie Awards 2017, Bronze - Beverage
Australian Effie Awards 2017, Bronze - Media-led Idea
Dentsu Aegis Network Global Innovation Awards 2016, Global Finalist Most Innovative Use of Content
Festival of Media Global Awards 2017, Global Shortlist Best use of an Influence
Vodka Cruiser was facing a challenge. Young adults were leaving behind pre-mix beverages for what they deemed more grown-up tastes. Vizeum needed a powerful approach to build Vodka Cruisers’ relevance and influence at a deeper level.
The answer was VCTV by Vodka Cruiser – a category-first, and globally-recognised, branded content innovation, leveraging creativity and digital smarts to take the 'Facebook Live' platform into unexplored territory.
Vizeum’s first step in was to uncover the underlying tension between enjoying the taste of Vodka Cruiser yet not identifying with the projected image. Through focus groups and speaking to female psychology experts, it became clear that the values and identity of these young women were in a state of transition.
Vodka Cruiser needed to be a cultural catalyst, keeping pace with consumer’s lives, giving them an aspirational window to the world.
VCTV was created, a category-first branded content series shot in high definition specifically for the Facebook Live platform. Vizeum and The Story Lab partnered with global social media celebrities SketchShe to create a six episode series, screened live, weekly.
However, this wasn’t TV as the audience traditionally knew it. Viewers didn’t watch VCTV, they were part of it. 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.
Watch the video case study
Michael Edmonds, General Manager Marketing ANZ at Asahi Premium Beverages:
“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.”
The campaign resulted in:
- A 9% increase in brand favourability (vs. regional benchmark of 1.8 %) and 23% increase in Ad recall (vs. benchmark of 8 %).
- 1.35 million Facebook users were reached (90% of Women 18-24) who spent a total of 240 days with the brand (3.2 million content views all up).
- A staggering 9.3% uplift in sales- triple that of forecast growth.
VCTV was able to connect 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’.