Dry January was a perfect time for popular cider brand Kopparberg to align its Alcohol-Free (AF) range with a wave of healthy thinking and conversation.
There is no more ideal local environment for capturing those interests than Be, Belfast Live’s stand-alone lifestyle sub-brand dedicated to fitness, wellness, health and beauty, to work-life and parenting, careers and cooking to fashion and features.
The brand insights and target audience were super tight – key among them, Gen Z & Millennials, aged 18-34 with a propensity and interest in health and fitness. We proposed a roadblock of all Be content for the duration of the campaign.
Roadblock = a complete takeover of the topic section in addition to all of the content within it in, with all ad formats (bar the reskin) optimised for the mobile environment also. Basically every article read within Be would be accompanied by unmissable Kopparberg ad creative.
We delivered informative content using social media and content marketing with Be.
We hosted an always-popular reader competition giving three readers the chance to win a case each. The competition was targeted to all of our readers on-site and signposted on our social channels, not just the Be audience. This dual approach of mass-targeting the wider Belfast Live readership in combination with the more niche and very relevant Be audience maximised that all-important scale and broadened the messaging reach to potential customers, not within the Be area.