Fayrouz. The launch of a new non-alcoholic beverage on Social Media.
Social Media Management
Heineken asked us to utilise the following to devise a campaign for the launch of a new non-alcoholic beverage for the South African market:
- Human truth: “Fayrouz inspires me to take a refreshing look at my world!”
- Product truth: “Fayrouz is an adult and natural alternative for soft drinks or drinks with alcohol.”
- Create awareness of the Fayrouz brand and product in a competitive market on Facebook as a primary channel.
- Emulate human & product truths through communication and sustain community engagement through campaign driven approach.
How we launched a social media campaign for a new category of non-alcoholic beverage on behalf of Heineken
Social Media Strategy
We analysed the current state of the brand and defined where we wanted the brand to get to within the social media landscape.
Our team identified the audience, understanding what mattered to them most and then defined messaging pillars and a hierarchy tying back to messages that would resonate with and engage the audience.
Along with messaging, we had a look at what competitors were doing in this space, to ensure that our messages cut through a noisy social media landscape to land a message that engaged the audience.
Campaigns containing a big idea were suggested to Heineken to select, along with platforms and paid media samples.
In the end Heineken seelcted natural-type imagery, and Facebook as a platform.
Creative concept production
We follow an agile approach to our creative, building it up layer upon layer.
Creative concepts were sketched along with a rationale and presented to Heineken prior to moving into the graphic production of the concepts.
Our specialist designers crafted eye-catching designs designed at resonating in the mindset of our target audiences.
Measurement, Reporting & Campaign Optimisation
A monthly social media performance report was generated highlighting the amount spent on each post along with key metrics such as cost per engagement and cost per acquisition.
The metrics led to optimisations being recommended for the campaign in order to maximise the paid media spend.
The campaign yielded an engagement rate of 15.4% within our audience, well surpassing industry-standard engagement rates.