BRAND:
CARLSBERG
AWARD CATEGORY:
The Best Influencer Strategy
CAMPAIGN TIME RANGE:
01/03/2023 - 05/02/2024
CREDITS:
TV HUB
CASE STUDY VIDEO
STRATEGY
In 2023, Carlsberg navigated a challenging landscape marked by global economic recession, reduced consumer spending, a declining beer market, and stricter regulations against drunk driving. Nonetheless, the company persevered by setting ambitious objectives to become AN AGGRESSIVE CHALLENGER in the super Premium segment, achieve revenue and profit GROWTH, and POSITION the Carlsberg brand as PREMIUM and prestigious.
At the same time, the global economic downturn had left many feeling anxious and demotivated, exacerbated by the temporary influencers and scammers. This pressure to achieve rapid and exceptional success made people underestimate the significance of small wins and even failures, which serve as the foundation for success. Carlsberg provides a CHANGE IN PERSPECTIVE, REDEFINING SUCCESS, and CELEBRATING with you.
Aligning with Aspirational Influencers is a must-have factor in the whole campaign. There are 4 key types of influencers:
- Shark Tank Vietnam: Partnering with the highly-regarded reality show "Shark Tank" provided access to a large and engaged audience aspiring to success and premium experiences. All the sharks in this show are Influencers available. This strategic alliance placed Carlsberg in an environment that inherently aligns with the brand's desired image.
- Elite KOLs as Brand Ambassadors: Beyond the familiar Sharks from previous seasons (Shark Hung), the new one included a new Shark (Minh Beta) and Runner-up of Miss Universe Viet Nam (Huynh Pham Thuy Tien) to serve as brand ambassadors. These individuals embody the brand's desired image of prestige and accomplishment. They’re also true businessmen and businesswomen. By associating with these respected figures, Carlsberg aimed to transfer their positive attributes to the brand, fostering trust and positive brand perception.
- UGC Content: Besides our shark KOLs, the startups themselves become mini influencers, helping to spread the word about Carlsberg and what we stand for. Every episode, we give out gifts to the startups as a big thank you, encouraging them to keep spreading the love for our brand.
- Partnership Buzz: Partner with Celebrity Start-ups (Long Chun, Thuy Lieu, Mai Quoc Binh), the key pitches of the season, for episodes 3, 6, and 13. Co-create strategic marketing activities with them to generate significant buzz for both the show and the Carlsberg brand.
INSIGHT
Carlsberg's strategy for connecting with aspiring, entrepreneurs leveraged two key insights, with a strong focus on influencer involvement:
1. Leveraging Influencer Narratives to Celebrate Small Wins:
- Understanding the Target Audience: Research revealed that social media often portrays unrealistic portrayals of success, neglecting the importance of celebrating small victories.
- Influencer Role: Carlsberg partnered with elite KOLs, many of whom are successful entrepreneurs themselves. These figures were instrumental in sharing their own stories of overcoming challenges and celebrating milestones. In the show, they kept inspiring the start-ups by reminding them that everyone had been a newbie, no need to be shy and give up. By showcasing their journeys, the campaign demonstrated that even established figures recognize the significance of small wins. This approach resonated with the target audience by offering a more realistic and relatable perspective on the path to success.
2. Bypassing Ad Fatigue with Influencer-Led Organic Moments:
- Consumer Insight: The campaign acknowledged the growing trend of ad avoidance due to oversaturation.
- Influencer Integration: Instead of traditional advertising, Carlsberg focused on creating organic celebratory moments featuring the brand alongside the influencers ("Sharks"). These moments, likely captured during the show or through influencer content, showcased genuine celebrations and associations between the startups, their achievements, and Carlsberg. This approach bypassed ad fatigue by presenting the brand in a natural and relevant context.
- Unique “Cheer to Progress” Bar: the Miss Universe Vietnam runner-up would welcome each startup and celebrate their milestones, both successes and defeats. This innovative on-air content injects a more entertaining and contemporary vibe into the program, creating a global first for the Shark Tank franchise.
CREATIVE IDEA
Building on the insights and strategy, the creative idea focused on leveraging influencer partnerships to elevate brand perception and position Carlsberg as the celebratory beer of choice for aspiring entrepreneurs:
1. Influencer-Led Storytelling:
- Authentic Content Creation: Partnering with elite KOLs like Sharks and Miss Universe allowed Carlsberg to craft authentic content that resonated with the target audience. This content showcased the KOLs celebrating achievements with Carlsberg, establishing a natural association between the brand and success.
- Amplifying Reach and Influence: By partnering with established figures like Miss Universe and Sharks, Carlsberg maximized the reach and impact of the campaign. Additionally, the "Shark Tank" environment provided a natural platform for brand integration, further amplifying the campaign message.
2. Celebrating Every Milestone:
- Recognizing Small Wins: The campaign acknowledged that the journey to success is filled with small victories often overlooked. By celebrating these milestones alongside the startups, Carlsberg demonstrated its understanding of the entrepreneurial journey and its commitment to supporting aspiring individuals.
- Creating Shareable Moments: The campaign focused on creating shareable moments that resonated with the target audience. This included celebrating achievements on the show, awarding startups with Carlsberg beer and trophies, and hosting dedicated Carlsberg bars at events.
3. Engaging with the Audience:
- Empowering Startups as Micro-influencers: The campaign encouraged startups to share their stories and experiences on social media. This created a sense of community and authenticity, allowing the brand to connect with the audience on a deeper level.
- Utilizing User-Generated Content: The campaign leveraged user-generated content to further amplify its message and reach. By showcasing real stories and experiences from startups, Carlsberg demonstrated its commitment to celebrating progress and supporting entrepreneurship. Overall, the creative idea focused on leveraging influencer partnerships and content creation to tell authentic stories that resonated with the target audience.
CONNECTION PLAN
Carlsberg's campaign leveraged a strategic influencer connection plan to achieve its objectives:
1. Building Anticipation with High-Profile Figures:
- Phase 1: The campaign kicked off with a KV and TVC launch featuring real Shark Tank investors like Shark Hung and Shark Minh Beta, alongside Miss Universe Vietnam runner-up Huynh Pham Thuy Tien. This selection of established figures immediately connected the campaign with the target audience's aspirations and the "Shark Tank" environment.
2. Deepening Engagement with Integrated Branding:
- Phase 2: Carlsberg strategically placed its branding within the Shark Tank set design. Additionally, the "Cheer To Progress" Bar hosted by Miss Universe Vietnam provided a platform for celebrating entrepreneurial milestones, further solidifying the brand association. These efforts ensured consistent brand visibility throughout the program.
3. Leveraging Social Media Influence for Amplification:
- Phase 2: Social media activation involved developing customized content for each platform, promoting the partnership, and capitalizing on existing influencer buzz.
- Phase 3: Targeted influencer collaborations were utilized to leverage social media and further promote Carlsberg's association with successful entrepreneurs from Shark Tank Vietnam.
OBJECTIVE-BASE KPI
1. Enhance Brand Image:
- Imagery KPIs: The campaign significantly surpassed targets for brand image perception (Source: YouNet Media, Online Survey, Feb 2024):
Over 95% agreed Carlsberg is a premium brand. and a brand for impressing others, celebrating, and successful people.
These metrics represent a 20% increase above target expectations.
93% of respondents expressed a desire to purchase Carlsberg.
2. Drive Positive Brand Sentiment and Organic Reach:
- YMI Ranking: Carlsberg climbed 8 positions in the YMI ranking to become a Top 10 Beer Brand. The brand boasted the highest positive sentiment score within the ranking, indicating strong consumer favorability.
- Organic Performance:
Average Rating: Content associated with the campaign received an average rating of 7.7. Media Coverage: Over 722 online articles were published by 73 PR outlets.
Social Media Reach and Engagement:
Facebook: 180 million reach and 15 million engagements.
Total Platform Views: 158.8 million views across YouTube, Facebook, and TikTok.
