Trebor (@trebor_uk) had a valuable insight: nonsense is everywhere. And while calling out all this nonsense can be hard, the intense flavours of its extra-strong mints could inspire the confidence in people to do just that.
The brand wanted to land its new, no-nonsense positioning by sparking conversations about relatable but exasperating everyday situations. To bring its message to a broad audience quickly, it turned to Twitter. @trebor_uk’s #GiveMeStrength campaign — based on the very British expression of frustration — aimed to resonate with existing customers and win over new ones, driving awareness and consideration.
Working with Ogilvy (@OgilvyUK) and Carat (@caratuk)@caratuk, @trebor_uk split its broad target group of 18- to 49-year-olds into subgroups, and then reviewed audience data to find themes that would resonate across the lot. Social listening conducted by @caratuk helped @trebor_uk to understand what kinds of nonsense were getting on its audiences’ nerves, and the words they used to talk about it. The results focused on terms such as “frustrated”, “annoyed”, and “stressed”. To join these conversations, @trebor_uk launched three two-month bursts of relevant — and very funny — Promoted Videos, driving continuous messaging efficiently throughout the year.