In a market with declining beer sales, declining spontaneous brand awareness and a new audience of beer drinkers engaging with media in an entirely different way, Carlsberg knew that it needed to change the way it spoke to its core audience. So we relaunched ‘If Carlsberg Did’ in a way that allowed the brand to enter people’s daily lives, and broaden Carlsberg’s appeal beyond sports and football fans.
Carlsberg wanted to become part of day-to-day conversation. To be seen as a brand famous for great, insightful entertainment once more. To do this, it needed to produce relevant content, across the right channels at the right times, all within a challenging budget.
We introduced a 21st-century approach to marketing. The Carlsberg Newsroom, a first-of-its-kind all-agency and client team was set up. The idea was to harness the power of earned media, shared content and talkability to magnify strong, breakthrough creative tactics and initiatives, underpinned by an evergreen brand strap line.
Our award-winning Newsroom approach eliminated unnecessary agency processes to bring client and creative talent closer together. And ensure Carlsberg created the most talked about and shared advertising and marketing stories of the year.
Results worth celebrating for brand and agency alike.
The model became the most awarded social marketing initiative in both 2015 and 2016. We doubled average engagement rates for both Facebook and Twitter. In the first 6 months we generated over 230 pieces of press coverage. Total brand awareness doubled. Most importantly, volume grew in a declining market.