How to deliver brand fame to 18-24 year olds
themission Agency, Bray Leino, has revealed how it helped transform the WKD brand by positioning the company as a catalyst for fun with its #Betheface campaign.
Following a root and branch brand relaunch, the Agency wanted a creative platform that would deliver the impact WKD had in the past, but in a way that would resonate with consumers today.
Developing an integrated campaign to target key touchpoints and create a cultural footprint, the team ran a national Mixcloud competition, which offered up-and-coming DJs the chance to play alongside huge names on the WKD stage at last year’s summer festivals.
To further reinforce its cultural relevance, Bray Leino’s campaign also called for people to #Betheface of summer, asking them to share a photo of themselves with a WKD emoji bottlecap to win prizes that ranged from a trip to Ibiza to Ticketmaster vouchers.
An additional creative element allowed consumers to immerse themselves in the brand using a special Snapchat lens, as well as Snapcodes to run guerrilla takeovers at events, while they engaged trade customers using different activity, from local club nights through to huge festival activations.
But what was the result?
Using a truly integrated approach, the #Betheface campaign incorporated various parts of Bray Leino’s business, including creative, social, media and digital development and production to enhance the brand’s credibility.
Maximising its impact with both consumers and trade, the campaign has seen significant value and volume sales growth for WKD along with boosts in key brand health scores – recognition up 25%, ‘good to be seen with’ up 18% and ‘for memorable nights’ up 13%.
David Morgan, Executive Chairman of themission, said, “The team at Bray Leino should be incredibly proud of the work they have done for WKD, which centres around a fun and engaging creative execution. Keeping a brand relevant can be tricky, especially as consumer expectations are constantly changing, but Bray Leino has managed to do just that.