Cannes Lions

Guinness Stoutmoji: One Cause, 258 Years of Dark Beer

TAYLOR, New York / DIAGEO / 2017

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Overview

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Credits

Overview

Description

Collaborate with consumers and brewers in the craft beer community to collectively generate social and editorial support for Stoutmoji – and awareness of the brand – around a key holiday for Guinness and Irish stout beers.

Positioning: Join Guinness in the fight for more beer emoji variety.

Execution

Over the week leading up to St. Patrick's Day, our earned media activity spanned traditional media conversations, earned posts with social influencers, celebrity engagement, and relationship building with fellow brewers, all with a unified approach to get the word about the need for a new dark beer emoji.

We attached the stoutmoji push to everything we did for St. Patrick's Day -- from Guinness perfect pour articles to broadcast pitching - to ensure the campaign folded into our larger fiscal year strategy at the most important time of the year for the brand.

Outcome

Earned Results (all within a week's time):

Tier 1: Coverage in Ad Age, Thrillist, Huffington Post, and Paste

Tier 2: 128 million organic reach, 18,000 new page likes on social, 8.4 million organic social impressions, 2,160 #hashtag uses, 1,187 organic social engagements

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