Ahead of summer 2022, Strongbow UK (@strongbowuk) wanted to put some fizz in the launch of its new low calorie cider, Strongbow ULTRA Dark Fruit. Knowing Twitter is home to lively consumer conversations about new food and drink brands, it turned to the platform to spark excitement with a campaign that used a dynamic set of tactics and products.
With the launch campaign fronted by a purple goat mascot, @strongbowuk played on the GOAT (Greatest Of All Time) acronym in Branded Hashtags such as #UltraGOAT and #DrinkTheGOAT. These were accompanied by branded purple goat emojis.
To stoke excitement and drive conversation around the product, @strongbowuk chose the high-impact launch tactic of a Timeline Takeover, which places a campaign at the top of users’ timelines.
Its launch ad included an eye-catching Video Website Card, featuring the product, the tagline, and the @strongbowuk purple goat. This linked through to supermarket partner sites, where consumers could buy the product.
To engage interested consumers further, @strongbowuk partnered with Twitter Next to develop a fun and engaging #DrinkTheGOAT competition on Twitter. People taking part had to “keep the goat nodding” by replying with specific emojis within an hour of being tagged to stay in the competition and have the chance of winning a cash prize.