Because we hijacked a media trend: the beer saving that is huge and we made this media trend ownable by the brand. We also targeted the content we referred to in our campaign with our prerolls. Besides, the labels of the Beer Heroes special edition of beers work as a media as well. The same happens with the beer labels created on the website by our audience..

SITUATION: Ubrew is a small open brewery where "you brew" your own beer. However, they're located at The Bermondsey Beer Mile, in London, "a loose amalgamation of brewery bars and bottle shops, located along a stretch of railway arch that's closer to two miles long nowadays" (https://www.bermondsey-beer-mile.co.uk). This meant that our USP faded away within such a big competition. Besides that, we also had to fight against the global big beer brands, which annually spend millions in their advertising campaigns.

BRIEF & OBJECTIVES: Increasing Ubrew's visibility and awareness, making it clear to the audience that Ubrew was not like the other breweries, as you could not only go there for a beer, but also brew your own one. This would eventullay lead to the achievement of our main objective, which was to increase

In order to accomplish our objectives, we launched the Ubrew's Beer Heroes campaign.

It was a very ambitious project divided into three different phases:

Search: We started an insane digital quest for the anonymous "beer heroes" that inhabit social media (Youtube, Instagram, Facebook...)

Identification: After a hardworking year, we managed to find some of them.

Glorification: Once we had them, we had to honor them, so we launched some "mockumentaries" to know more about their heroism when saving the beer. But not only that, we paid them the best tribute Ubrew could ever pay, we brought them to London and invited them to brew their own beer... and eventually launched a limited edition based on their deed.

TARGET AUDIENCE: Ubrew's audience love beer. No matter their age, their gender, their social classes... Someone who takes the trouble of moving around London to visit the Beer Mile, just to go for a pint, must neccessarily love beer. Not to mention those who wouldn't care to go through the mess and the complexity that brewing your own beer entail.

APPROACH: So, with such a devoted audience, our strategy was pretty obvious. We thought about the use of celebrities, as it always works out when increasing visibility. But not any celebrity, it must be someone that loved the beer as much as our target, someone with the same insane passion for it (up to the point of risking their life to save the beer). And that's how we thought about the beer heroes's approach.

The Beer Heroes campaign was structured at different levels.

We firstly launched a video manifesto on Ubrew's different social channels, where we mainly asked the world to help us to find the Beer Heroes, as most of the videos were anonymous or inserted in a sort of digital compilations.

A couple of months later, once we managed to find some of them, we launched the second phase of the campaign. The main asset consisted of a website, beerheroeswanted.com. There, you could watch the mockumentaries about the heroes, you could also buy their limited edition of beers and even become a beer hero yourself, by personalizing the beer can with your face on it through Facebook connect. The website gave you the opportunity to become a member of the Ubrew community as well, thus benefitting of a big discount. By posting on Facebook and Instagram, we managed to scale the campaign.

More than 250 user generated beer labels.

More than 500K views in the first 48 hours.

More than 2 million impressions (ando counting).

3 anonymous beer heroes became brewers and beer influencers.

Membership requests increased +350% after the first week.