Social and Influencer > Social
BCUBE, Milan / ROYALUNIBREW / 2014
Overview
Credits
Execution
Ceres launches Soft Ale, a light, pink beer made with raspberry and ginger. There are a website, a commercial, Facebook posts. On the website there’s a tool to publish customized cards to welcome the Soft-Ale, with apparently no moderation. Ceres fans believe it, so do social media geeks. The word is spread: the launch is an epicfail (a premeditated one). We provoke fans, and they express their disgust for the Soft Ale, celebrating their loyalty for classic Ceres. After 10 days we reveal that it’s an April fool. The funniest reactions previously gathered turn into a digital user-generated campaign.
Outcome
The activity gave an outstanding boost to social interactions and to digital PR. The reputation of Ceres as a provocative, challenging and iconoclastic brand was extraordinarily empowered. Fans got much closer, and they got engaged like no other branded community before, at least in Italy.
Campaign duration: 10 days
Facebook interactions: 250,000
Comments on Facebook fanpage: 5,000
Tweets: 20,000
Single users on the website: 40,000
Total reach: 7,000,000
Strategy
In Italy Ceres is a beer for tough people. It’s strong, bold, masculine and it’s a true icon of rebellion, with more than 600,000 proud and active fans on Facebook. While many brands create new products to satisfy a wider audience, Ceres wants to reaffirm its unique identity and to strengthen its audience’s pride. The insights: there’s only one Ceres, and it’s strong. The idea: using the “sabotage” technique, Ceres announces the launch of a new beer, a pink, light and fruity one: just the opposite of what people love in Ceres. The launch involves a new website, a commercial, posts on Facebook, digital PR. We let fans freely attack the new beer on Facebook and on the website. While expressing their disgust for the new product, they celebrate the magnificence of classic Ceres. After ten days, we reveal that the new product is an April fool.
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