We were tasked with developing ongoing social content to support a creative platform that was launched using above the line comms. With no ongoing above the line media and a small budget, social had to do the heavy lifting by building brand awareness, recruiting new consumers and driving fans in-store to purchase Dry Dock Lager in a very crowded marketplace.
Building on the brand tagline of “Take the easy way”, we developed a creative platform for social that extended this thought into real-world scenarios that our target audience could easily relate to. Highly shareable meme-style content was developed across key content pillars: everyday life hacks, easy vs hard and Dry Dock o’clock. The campaign soon grew organically; our community created and shared their own content, celebrating those life wins that make life easier through a cunning shortcut or hack.
- Over 10,000 new Facebook fans acquired
- Fan engagement figures sat consistently above 5% without any paid spend
- Our fanbase regularly shared their own content to the page, demonstrating brand love and building a strong sense of community
New Facebook fans
Increased fan interactions