Our solution focused on their two favourite social channels: Facebook and Instagram. perfect social environments for shared memories- the big and little things that shape their friendships.

The studio had the technology to record and edit music and video in real time, with an aesthetic that reflected the brand’s personality. Songs were created that celebrated those ‘Better Together’ moments. We brought all of these elements together to create the #BetterTogether Music studio which was put to the target audience’s disposal, creating songs about real friendships in real time that would that would surprise and delight, and were shared and played over and over again.

Every day, fans were asked to write lyrics based on their own stories, and the songwriters would then create hilarious music videos and album covers in real time. Videos were then tagged and posted on Facebook.

At end of the campaign, we wove all of the stories together to create an anthem for friendship: ‘Weekends are Made for Friends Like You’. A song about friendship, co-written by our audience.

This campaign converted consumers who once avoided wine into vocal brand advocates by giving them a meaningful way to celebrate being ‘Better Together’

Purchase intent increased by 400 per cent, and Ad recall jumped 230 per cent. This campaign converted consumers who once avoided wine into vocal brand advocates by giving them a meaningful way to celebrate being ‘Better Together’.

“#Bettertogether has changed the way we view social media and how our Brands can exist and interact – it has set a new benchmark.”

Julien Hemard, Managing Director Pernod Ricard ANZ