GLOBAL CAMPAIGN
+ 400k
App Downloads
+ 390%
Brand Mentions
+ 14%
Sales Increase
The Nando’s customer in Australia was not like in the UK – they lacked youth engagement. To inspire their target audience to download their new loyalty app, ‘Peri-Perks’ was launched. The brand program was designed in partnership with Universal Music, to offer loyalty members “exclusive experiences”, only available via the app.
We devised a strategy firmly set in youth marketing, running integrated social campaigns with Katy Perry (because the only thing hotter than Peri-Peri is Katy Perry) and Red Foo hosted experiential events, alongside a 360 nationwide marketing campaign. The activity saw +400k user acquisitions in 3 weeks, a 14% YOY increase in sales and a 390% uplift in brand mentions across the earned space. Inter-agency and global teams came together to bring this to life.
GLOBAL BRAND PARTNERSHIP
+ 94%
Video views
+ 22%
Audience growth
+ 85%
Positive Brand Sentiment
Global Brazilian Footwear brand, Ipanema, wanted to elevate its existing proposition into a cultural communication initiative, speaking directly to the lifestyles of Gen Z and Millennial women around the world. Ipanema sandals and music are Brazil’s two most iconic export products, so a partnership with Brazilian superstar Anitta was a natural fit.
The global partnership was launched in line with her new album 'Kisses' and supported by product placement in 3 of her music videos, as well as press and influencer events across Los Angeles, Spain, and Brazil.
In the UK, we partnered with Made in Chelsea’s Millie Mackintosh and Love Island’s Amber Davies to drive local relevance as well as launching a gifting program across a diverse portfolio of micro-influencers throughout summer.
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The multi-market brand campaign and celebrity partnership generated coverage in Forbes, Entertainment Tonight and Footwear News, as well a huge uplift in retail sales and brand share of voice.
BRAND ELEVATION
Increased Sales
+ 35%
Brand Awareness
+ 19%
Brand Useage
We were challenged to make sports nutrition less about people with six packs and more inspiring - engaging customers at point of market entry. We used data to discover what was influencing their customer whilst in the gym and found that music was an essential partner. So, we partnered with grime artist Bugzy Malone as a brand ambassador, empowering the audience to ‘Use Your Fear’ to reach their fitness goals.
The social-first brand campaign followed Bugzy on tour and at his home as we produced a social docuseries, a supporting influencer strategy, an extensive paid social strategy, ‘Train with Bugzy’ press events, in-store activations, TV spots, and an OOH campaign in 52 David Lloyds across the UK.
This campaign was a finalist for Prolific North’s Campaign of the Year, gaining coverage in LADbible and Men’s Health.
SOCIAL AND CONTENT ELEVATION
+ 78%
Video views
+ 47%
Audience growth
+ 11%
Social Revenue
Shifting brand perception from people avoiding the shop on the high street, to increased sales, a younger skew of customer and a huge growth in brand association online.
The focus was on refreshing what their core brand value of ‘female empowerment’ meant to their customer today.
The multi-year strategy focused on engaging customers via brand relevant ambassadors such as Love Island’s Maura Higgins. Designing an ambitious social media approach, with a strong focus on social video, influencers and UGC tags, that reignited their D2C army of social sellers along the way.
Fast, tactical and agile creative was crucial - making ‘penis pasta’ go viral during the 2020 national shortage was just one of the highlights that gained global coverage in LADbible and Forbes.
