| Title | MILLER SNAP CHAT PARTIES |
| Brand | SAB MILLER |
| Product/Service | MILLER GENUINE DRAFT |
| Category |
B01. Use of Social Platforms |
|
Entrant Company
|
TILLSAMMANS STHLM Stockholm, SWEDEN
|
|
Advertising Agency
|
TILLSAMMANS STHLM Stockholm, SWEDEN
|
Credits
| Fredrik Svensson |
Tillsammans Sthlm |
Account Supervisor |
| Johan Falk |
Tillsammans Sthlm |
Strategy |
| Kristian Mirsch |
Tillsammans Sthlm |
Creative Director |
| Roland Nylin |
Tillsammans Sthlm |
Creative |
| Pelle Kimvall |
Tillsammans Sthlm |
Creative |
Brief Explanation
-In a market where more than 75% of all beer is sold through one distribution channel only we needed to make an American brand relevant to the Swedish consumer and get top of mind awareness. Our goal was to gain as much earned media as possible and increase sales.
-The insight was that we needed to create content that resonated through the audience and reach them directly.
-For an American beer brand on the Swedish market we tapped in on the local habit of pre-parties to inspire our audience to create their own amazing nights.
Results and Effectiveness
More than 50.000 people followed the pre-parties live on Snapchat and during the campaign we reached more than 800.000 people in a country of 9 million inhabitants. The sales also followed with an increase of 30% during the campaign period.
Creative Execution
-We aired our content live on Snapchat to the audience and then together with our media team distributed the content afterwards for those who couldn’t see it live. This way we could take something that was live and exclusive and make it have as much traction afterwards through our media and ambassadors channels.
-We used Snapchat to give the audience a live experience, following the ambassador throughout the pre-party. To maximise spread we then spread the highlight of the night through the ambassadors own channels. We also collaborated with media partners who spread the Youtube-highlights through relevant media platforms.
Insights, Strategy and the Idea
The target audience sees Miller as an interesting brand but not a local. We needed to create a campaign that generated preference and top of mind for the Swedish consumer.
Through using both new medias such as Snapchat and integrating the content we did across ambassadors channels, media partners, Youtube and Facebook we were able to create a media mix targeted directly towards our preferred audience.