We couldn’t buy an audience, so we (literally) earned one
Outspent by all of our competition, we put the bulk of our limited budget into production (research shows that higher production values signal legitimacy), and took an organic social and PR approach to the brand launch.
Posts on Facebook, Instagram and YouTube allowed for discovery on our audiences’ terms. Strong engagement with the creative helped amplify the message through algorithms and created buzz.
The “F**k you, Brian” launch provided the disruption we needed to get noticed, followed by a sustaining campaign of paid, organic and earned media to keep Keeper’s Heart present for consumers.
While we ultimately embraced the harmonious blending of two traditions in our sustaining product campaign, we launched the brand with video and social that told the profanity-laden story of Ireland’s loss, and our gain.