18th October: UM is celebrating a triple win at the Digital Impact Awards, for campaigns by Sarson’s and Fuller’s.
Sarson’s Pickling campaign won Silver for ‘Best Use of Digital for the Food & Beverage Sector’ and Bronze for ‘Best Use of Online Video’, while Fuller’s #WhenItRainsItPours brought home Bronze for ‘Best Use of Existing Social Media Platforms’.
This achievement at the eighth annual awards recognises UM’s excellence in communications strategies. The Digital Impact Awards benchmark digital communications in the corporate space, an area that continues to innovate year on year. Held at the Brewery, in central London, the 2017 event welcomed attendees from a variety of companies and agencies, all vying for the coveted prizes on offer.
With the market for vinegar falling by 4%, Sarson’s challenged UM and Reprise to help get consumers using their malt vinegar range and attract a younger audience.
We used YouTube to host a content series to show how the product could be used in pickling and home cooking, encouraging people to use more vinegar, more often. The videos attracted 4m views on YouTube and exposed the brand to a different audience, setting it up for the next generation. Amongst millennials both frequency of use and volume of buying increased dramatically. This campaign also won a YouTube Works for Brands Award for ‘Best Breakthrough Advertiser’ in 2017.
Fuller’s campaign, #WhenItRainsItPours, celebrated the worst of London’s weather with a pint of its favourite ale. UM worked collaboratively with Mediabrands Society to promote Fuller’s flagship pint, London Pride, in February – a tough time for Londoners, and their pubs.
The concept was simple: we set up a Periscope feed at an iconic Fuller’s pub, and if you tweet in when the heavens are opening, you receive a code for a free pint of Pride to brighten your day. And as if that wasn’t enough, we even recruited everyone’s favourite bearer of bad weather, Michael Fish, to get the word out! During the campaign we reached over 1.7m beer fans, delivering 15m impressions and most importantly, giving away 1,270 pints in the capital! You can read more about the campaign here.