The marketplace has been flooded with lots of energy support options (drinks, shots, vitamins), and awareness and trial of Berocca were low. But, we knew that once people tried the brand, they loved it and bought it again. So, we wanted to get Berocca into more people’s hands. Berocca is unique in the energy category because it offers mental sharpness and physical energy, which made SXSW, where our core target was, the perfect place to highlight the dual benefit.

To drive an increase in Twitter interactions, and the number of followers, and raise general awareness and impressions of Berocca and its benefits at SXSW.

The campaign ran for the five days of SXSW on Twitter. It tapped into the fact that people at this interactive event would be on their phones already. We know that this typo was going to come up based on the research we did. So, we capitalized on it in a way that included the brand in the conversation organically.

BeroccaUSA Twitter followers increased by 25%, reaching 1.2 million impressions for the brand, and the engagement rate tripled.

To drive an increase in Twitter interactions, and the number of followers and raise general awareness and impressions of Berocca and its benefits at SXSW.

The unique insight was that last year,1.6 million people tweeted about SXSW, but 6,307 of them transposed the letters and tweeted #SWSX when they meant to tweet #SXSW, causing 17.9 million missed impressions. We wanted to repair those tweets so they would be seen by their intended audience at SXSW, and give our audience coupons to drive purchase intent by brand exposure.

We had low brand awareness, but once people tried the brand, they re-purchased.