ABOUT

Background and brief:
Peroni Nastro Azzurro is the No.1 premium lager in the UK with high awareness among 35-year-old+ drinkers.

Our task was to attract a younger generation of 25-34-year-old beer drinkers through top-of-mind awareness that linked to key drinking occasions.

How we used content to connect:
We analysed our target audience’s media behaviours and passion points, pinpointing us to video-centred influencer content as an appropriate vehicle for connecting with them. We ideated, scripted and storyboarded a two-part content series that would feature an influencer at the heart of it, all while bringing to life at home and out and about drinking occasions in an aspirational way.

Using our bespoke influencer identification tool, we identified and shortlisted talent to feature in our film. The selected talent was Lucien Laviscount, a well-known UK actor with a high social following amongst our target audience.

We negotiated and managed the contract with our talent for the film, publishing and attendance at two Peroni events - the GQ Men of the Year awards and Silverstone F1.

We created two hero films for YouTube, cut-downs for Instagram in-feed and stories to feature on both Lucien and Peroni’s social channels. Once content went live, we delivered rigorous measurement, tracking and reporting.