Creating an engaging social media & digital marketing campaign for a household FMCG brand
The Ribena brand is iconic, but it’s traditionally been seen as a children’s drink. Owners LRS challenged us to broaden the appeal for Ribena to a new adult audience, not one defined by demographic, but rather, by attitude. Insight showed that our target audience’s new obsession was adult colouring-in; an activity with a perfect fit for Ribena’s new positive, creative, colourful and fun brand attitude.
So we created The Colouring Café by Ribena - a one day uniquely Ribenary event that gave us the ideal opportunity to create content worth talking about. As Ribena’s digital and social agency, Brass led a multi-agency team to produce a series of hero video content, tailored for different social platforms, to ensure optimal engagement. The idea behind the video? A 120 tiled, Ribena inspired illustration that would be coloured in at a one day only event at Ribena’s Colouring Café in Covent Garden.
Inside the Café we created a buzzing, social experience with a giant centrepiece illustration, commissioned from quirky animal illustrator, Alex Lucas. Fans and vloggers were recruited to colour-in, and a documentary crew captured the event – including a projection mapping finalé which brought everyone’s creations to life.
The café experience content was then extended on Facebook, YouTube and VoD along with extra footage from the day as a teaser to the main video release.
The results have been so impressive, that the campaign has beaten benchmarks across all channels and is Hall and Partner’s new ‘Best in Class’ for online creative within the FMCG category (An independent study by Hall and Partners, a WPP Company)
You really can’t get any more Ribenary than that!
“Brass delivered an amazing interactive and engaging campaign which has really resonated with our target audience. The Ribena Colouring Café was a key realisation of our content marketing strategy, and we’re delighted with the results.” - Ribena Senior Brand Manager, Emmeline Purcell
The Drum Network Award - Agency Creative Team of the Year
The Drum Network Award - Content Marketing Campaign of the Year
The Grocer Top Campaign Awards 2016 - Soft Drinks: Squashes & Cordials