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Establishing brand awareness is a common challenge for any brand, especially in a crowded market like the beer industry. First time adopters or testers are critical for the brand to break-out and achieve success.
STOK is amongst many of the beer brands, trying to achieve brand awareness, preference, and visibility in the highly cluttered market.
We were roped in to manage a Below The Line (BTL) campaign for increasing brand awareness, recall through engagement and testing through sample & branded-merchandise distribution.
The primary objective of this project was to
● Increase brand awareness
● Brand preference
● Visibility of the beer brand.
The project also promoted trials of the beer among the target audience, which is the buyers at liquor shops.
Through the Campaign, we addressed the following challenges-
● Brand Awareness: Used engagement activities like games and distribution of freebies to attract attention and create a memorable experience associated with the brand.
● Brand Preference: By offering free beer samples and other promotional items, the campaign aims to encourage consumers to try the beer and develop a preference for it over other brands.
● Brand Visibility: Sought to improve brand visibility by distributing T-shirts & Beer Glasses.
● Customer Engagement: The campaign used a game where customers can spin a wheel to win prizes.
Liquor Shop customers, specifically beer buyers
We developed the campaign to engage prospective customers with fun games, and create a sense of Winning by rewarding winners. Photos of winners with beer cans, T-shirts were clicked to make them feel special winners, thus improving brand recall.
Free beer sampling was adopted as a part of the campaign strategy. The assumption was that once people try the beer, they are more likely to buy it in the future.
● Activity Days: The campaign ran for a total of 240 days.
● Liquor Shops: The campaign was conducted in 5 different liquor shops per city.
● Total Beer Samples Given: Over 4800 beer samples were distributed during the campaign.
● Shirts Given: Over 700 T-shirts were distributed as part of the campaign.
● Beer Glasses Given: Over 350 beer glasses were given out during the campaign.
The campaigns successfully generated significant engagement, improving Brand visibility and trial drinkers.
We at Ascent have been in the strategic brand & marketing consulting business for more than 20 years, working with reputed brands right from MNC to national and regional ones catering to multiple product categories like Agri input, Agriculture, Automobile, Consumer Durable, FMCG, Financial, Health, Industrial among the major ones.