Overcoming everyday challenges with Wainwright
A social listening project to inform strategy and a creative framework that encourages ale drinkers to conquer their life goals.
A beer never tastes as great as when you feel like you’ve earned it.
The brand’s ‘find your mountain’ proposition perfectly complemented its heritage and the life of its namesake, Alfred Wainwright. But we needed to find a way to make this messaging relevant to a very wide range of drinkers – from those actively involved in extreme outdoor pursuits to those setting themselves more humble goals.
We audited previous content and embarked on a wider social listening project to understand our audiences – their motivations and their challenges. We then created a social strategy and creative framework all about inclusion, aiming to inspire our audience to set personal goals and enjoy the journey towards achieving them.
Branded content, competitions and influencer activations combined to deliver a greater sense of community and celebration of the great outdoors.
Unique reach increased by over 300%, with a younger audience weighting and more national ad distribution.
Over 47k social engagements with #findyourmountain influencer content, significantly out-performing KPIs.