Innis + Gunn
CELEBRATE REAL FOLK, WHO ARE REAL FANS OF A REAL GOOD BEER.
Innis & Gunn had invested in beer quality and craftsmanship since it was founded in 2003 but the last two years has seen increased investment into brand marketing. Leading the brand charge has been Innis & Gunn Lager beer which has shot to prominence since its launch in 2014.
We worked with them on a hugely successful campaign in 2017 but going into 2018 Innis & Gunn knew it had to cement the brand as Edinburgh’s lager but with a view to resonating across Scotland and the UK. It was selling more beer, it now had the legitimacy to stand up and shout about it. The question was how to shout about it?
A REALLY BRIGHT LIGHTBULB MOMENT
In the last embers of our campaign in 2017, a moment had presented itself that gave Innis & Gunn it’s biggest PR spike of the year. In the midst of the campaign that had positioned Innis & Gunn Lager as being the “little bit of sunshine” in Edinburgh’s dreich November, we had placed a billboard on Leith Walk, one of Edinburgh’s busiest streets.
There was just one problem…
We then responded…
This was to be the GIANT TOO BRIGHT LIGHTBULB that gave us the impetus for our new campaign…we had spotted this because Ruari spoke up, we heard him, it was all so fortuitous.
But, what did other real Innis & Gunn drinkers think of us? how did they interact with it? Where did they drink it? Who with? Why? Who? What? So many questions...were we blinding someone else somewhere?
LOOK AT ME, HE SAYS, TYPING A STORY ABOUT HIMSELF
The irony of writing a sentence about ourselves which is going to go on to talk about the fact that everyone talks about themselves IS NOT LOST ON THIS GUY! But, alas, so I proceed. Whilst we scratched away at this Ruari moment the clouds began to part, as we looked around the competitor market it became clear that all our competitors were preoccupied with talking about themselves, makes sense, you paid for the billboard you might as well talk about yourselves but it felt like a gap in the market. Couldn’t we talk about our drinkers rather than ourselves?
IT IT WAS THEIR PINT, IT WOULD BE THEIR CAMPAIGN.
With all this in mind, coupled with the learning from Ruari, we knew rich territory existed to not only build a campaign that spoke to the drinker, but actually listened to them.
So, we created the #yourpint campaign
We used social listening to glean insights about our drinkers that we could then activate to surprise and delight them.
PULL THIS OUT AS A ‘QOUTE’ Marketing speak for ‘snooped on them’ to make them ‘smile’.
THE GREAT EDINBURGH LAGER SURVEY
We had a hunch about what some of the things our drinkers thought of us but we wanted to confirm some hypotheses as well as hopefully uncover some new insights, so we turned to our most active social channel, Facebook.
We created a consumer survey for lager drinkers in Edinburgh and distributed it. The “Great Edinburgh Lager Survey” asked questions structured around three pillars; attitudes and behaviours, Edinburgh, and of course, Innis & Gunn.
We found some common factors -
• Drinkers really found spelling Innis & Gunn quite hard
• People had ‘opinions’ on half-pint glasses (Innis & Gunn had handily just launched one)
• People didn’t really know how our beer is made
• ‘Borrowing’ IG’s distinctive glass had now become a ‘thing’
These insights provided the basis for the campaign. the strongest of
which, were brought to life in several billboard executions and activations… with permission from our drinkers, of course.
EVEN FAMOUS FOLK DRINK BEER
It wasn’t just ‘regular’ drinkers who like to tell their social channels they are having a beer, even on of Scotland’s most famous authors likes to tweet about his love of beer...his love of our beer for that matter. Just a shame one of our countries literary greats spells it wrong too..
Who were we, a humble advertising agency to correct him? So, we did the honourable thing and created a special limited edition run of ‘INNES’ glasses for the bold man himself.
But not without ripping him on a few big billboards of course
FULL ON SNOOP MODE
Once we were in campaign mode, we used social listening to see what our fans were saying and used these insights to create billboards and activations.
Beer fan, Danny Bissett, posted that he wanted to drink Innis & Gunn at his wedding. So, within an hour of noticing his status, we created a digital billboard poking fun at his pending nuptials. We even caught him snapping this dedicated billboard on his phone and posted it on social.
Next, we spotted that one of our drinkers was running the Edinburgh Marathon and had given up drinking his favourite lager for the cause. He posted that the first thing he wanted when he finished was a cold pint of Innis & Gunn lager.
So, of course, being the nice humans we are, we used our social channels to cheer him on and had that long-awaited pint ready at the finish line. We even worked with his wife to make sure it was all a total surprise!
BUT, DID IT WORK?
We created a campaign that got to the crux of what it means to be an Innis & Gunn lager fan.
we used real faces and names – some well-known and some not so – to build a personable, likeable and relatable brand persona.
We amplified every opportunity using social listening, insights and multiple channels,
we built the brand advocacy we desired alongside meaningful growth in both sales and brand salience.
This is all marketing speak for ‘we listened to the brands fans and made them smile’.
Brand happy, fans happy.
92% OFF TRADE SALES INCREASE FOR JUNE 2018 V JUNE 2017 (VOLUME)
51% OVERALL SALES INCREASE FOR JUNE 2018 V JUNE 2017 (VOLUME)
HIGHEST EVER MONTH FOR UK SALES IN AUGUST 2018