Boost
TAKING THE BRAND TO THE PEOPLE.
Brief
Boost is a challenger brand in the truest sense. From its home in Leeds, Boost climbed to the third largest selling stimulation drink in the UK among giants like Red Bull and Monster. Quite a miraculous story, but not everyone knows it. So we picked up that challenger mentality to create spontaneous brand activations, using social media as a core channel to kick-up conversation. From daily reactive content to nationwide creative campaigns, we were the lead creative partner matching the tenacity of a brand in its ascendency.
deliverables
- Channel strategy
- Audience intelligence
- Content & asset creation
- Measurement
BOTTLING LIGHTNING
Boost’s voice has always been invented and carried by its customers. Our bottom-up approach to gathering real audience insights enabled us to bottle this, setting a marketing strategy that was 100% representative of the brand community. This helped authentically drive multiple new product launches throughout the year, working with celebrities and partners to further that reach.
We developed a shared content creation philosophy with Boost, lovingly named, ‘Get your hands dirty’. For effective community marketing, we couldn’t rely on a content calendar and studio lead times. We needed to be out in the field, speaking to customers, filming stolen moments and capturing the imagination of the people. The result was fully-energised creator-style content, with thousands of amazing characters featured throughout the year.
CONTENT AT LARGE
Cold drinks have a short window to act. From March to September, while the weather is fine, brands jostle for attention – launching new products and driving brand initiatives. In any one year, we were running ten different creative campaigns, with individual strategies and creative platforms. We worked a year round strategy to get the maximum benefit from Boost’s gold tier relationship with Leeds United Football Club, while thousands engaged with digital-to-physical treasure hunts, guerrilla tuk tuk takeovers and our lifelong friendship with Tom Skinner (hi Tom!) and his millions of followers.