WKD's heyday was right in the middle of '90s lad culture, with infamous TV advertising that was synonymous with its time.
But times change, and with it, WKD's relevance.
The challenge was to make WKD relevant and put the brand back in growth. Following a brand relaunch, we created a way to take WKD to the masses once more.
That campaign is #BeTheFace: a creative platform that would deliver the impact TV fame had in the past, but in a way that would resonate in 2018.
The insight for #BeTheFace was driven by inspiring our audience to discover the party-starter inside them and show us their playful side.
The campaign ran across retail, on trade, social and live event touchpoints and included a national Mixcloud competition, offering up-and-coming DJs the chance to play alongside huge names on the WKD stage at the summer’s music festivals.
By snapping and sharing a pic of themselves with a WKD emoji bottlecap, party-starters could #BeTheFace of summer, winning prizes from trips to Ibiza to Ticketmaster vouchers.
Engagement was amplified through recent innovations such as Snapchat lenses, plus we activated Snapcodes to run guerrilla takeovers at events.
We also ensured the trade had differentiating and scalable activity, from local club nights through to huge festival activations.
The impact was massive, with significant value and volume sales growth for WKD along with boosts in key brand health scores—recognition up 25%, ‘good to be seen with’ up 18% and ‘for memorable nights’ up 13%.
Most important of all, the campaign helped put the brand back in growth for the first time in 10 years.
The campaign has been designed to maximise our impact with both consumers and trade: drive rate-of-sale, further enhance brand credibility, and engage our audience in immersive experiences – be that at festivals, on-trade outlets or via engaging activities at events. There are many strands, but it's very simple to describe: summer fun.Amanda Grabham, Head of Brand Marketing – Alcohol, SHS Drinks