Author: Awaken

Panasonic hired Awaken to create a media campaign to drive awareness of their Eneloop batteries. The campaign was run in two separate bursts across four channels: Meta, YouTube, The Trade Desk, and Amazon.

This campaign met nearly all of our KPI goals, overdelivering on six of the eight channels.

Both campaign bursts were set up with the goals of awareness and consideration. 

Awaken was also hired for production of the creative assets. These were used strategically within each layer of this media campaign.

Awareness: Designed to aid in raising unprompted awareness of Eneloop Batteries utilising video assets. Our media goal was video views with a cost-per-completion-view (CPCV) measure. 

Consideration: This lower funnel activity is designed to drive action, and prompt a consumer to visit the website. Our media goal was clicks, with a cost-per-click-to-website (CPCW) measure.

For the goal of awareness, we created two creative assets (15 second and 30 second) to showcase the benefits of using rechargeable batteries to help reduce waste and make a positive impact on the environment. We created specific creative for Christmas time, which was switched on in the lead up to Christmas and changed back to the standard creative following the festive season. These videos were run across Meta and YouTube.

For YouTube, the video assets drove awareness and continued engagement across contextually targeted content. For Meta, the video assets drove awareness, consideration and frequency of messaging targeting an environmentally conscious audience.  

For the consideration goal, we designed five display banners, which were launched on Amazon and Trade Desk to target environmentally conscious shoppers in programmatic display. This yielded great results, driving an efficient CPCW to the shop. 

Highlights

• 6 of the 8 channels exceeded their KPI goals. 

• In burst 2, Youtube and Meta smashed their KPI goals coming in 50% below our cost target.

• Four further channels over-delivered between 11-37%.

Our results (burst 1):

• Awareness Layer

• One of the two channels overperformed on its KPI goal. One of the channels underdelivered on its KPI goal.

• Consideration Layer

• Both of the channels overperformed on their KPI goals.

Our results (burst 2):

• Awareness Layer

• All 3 of the channels significantly overperformed on their KPI goals. 

• Consideration Layer

• Amazon display activity was the sole campaign live for our consideration layer. 

• Amazon display under-delivered on its KPI goal.

• We had a 238.6% Return-On-Ad-Spend (ROAS), which is an excellent result. This campaign ran during the Christmas season, which led to higher auction prices.

Amazon Sales – While the Amazon campaign was optimised for traffic to the website, we were also able to track completed sales. This campaign saw a significant amount of battery products sold, as well as even more ‘halo’ sales – or other Panasonic products sold to customers after exposure to the campaign.

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Panasonic hired Awaken to develop a digital media strategy to build awareness of Panasonic Air Conditioners USP (nanoeTMX technology, easy and remote Smart App control, efficient in extreme conditions), and to drive consideration of Panasonic AC as a market leader, with the ultimate goal of delivering (and tracking) leads. 

Panasonic is predominantly known as a home appliances brand. Awaken has worked with the team to help elevate Panasonic’s positioning in the Air Conditioning sector, both as the smarter choice and as a market leader. 

In a 5 month campaign run in 2022 – 2023 Awaken were able to assist Panasonic in increasing their market share in the air conditioning category. 

We created a platform that could be used all year, and developed creative beyond just ‘hot’ and ‘cold’ that could be interchanged depending on the respective weather conditions.

The campaign strategy was to use BVOD/Digital TV and Audio to drive initial awareness and cut through of the product, using premium display and social to drive audiences further down the funnel. Once we had driven our users down the funnel; Google Search and Google Performance Max were used to drive users to the site once they were ready to make enquiries to purchase. This 5-month campaign was run across Snapchat, Meta, TikTok, Google, Spotify, Weatherzone, and EMX. 

The campaign was set up with the three strategic goals of awareness, consideration, and conversion. 

Awaken was also hired for production of the TVC and creative assets. These were used strategically within each layer of this media campaign.

Awareness: Designed to aid in an annual increase of unprompted awareness, utilising audio and video assets. Our media goals were completed views and listens (15”+), with a cost-per-completion (CPCV/CPCL) measure. We fan three bursts of awareness activity, with EMX launching in December and January, followed by Spotify at the end of March. 

Consideration: This lower funnel activity was designed to drive action, and prompt a consumer to make a purchase. Our media goals were clicks to website, which is either directly to the media landing page, with a cost-per-click-to-website (CPCW) measure. We ran this layer throughout the entire campaign life, though the bulk of the activity was focused on mid-December – end of January, which is peak summer time to ensure Panasonic AC was kept top of mind with consumers during this period. 

Conversion: This activity was designed to drive leads, and consisted of Meta, Google Performance Max and Paid Search. Our media goals were Completed Request A Quote submissions pageview and Where to Buy clicks, measured by cost-per-click-to-website (CPCW). The flighting for this campaign was consistent with the bulk of the consideration activity, peaking in mid Dec – end Jan. 

Our results:

• Awareness Layer: 

• EMX Pre-roll achieved its KPI goal and impressions only under delivered by >1%. 

• EMX BVOD CPCV was -30% more efficient than its goal and impressions only under delivered by >1%.

• Spotify CPCV was -87% more efficient than its goal and delivered +40% higher impressions than estimated. 

• Consideration Layer:

• Snapchat CPCW was -83% more efficient than its goal and impressions were +143% higher than estimated. 

• Weatherzone CPCW was -45% more efficient than its goal and delivered +14% more impressions than estimated. 

• Meta CPCW was -30% lower than its goal and under-delivered in impressions by -20%. 

• TikTok was the most efficient traffic driver, with a CPCW -53% lower than its goal and delivered +97% more impressions than estimated. 

• Conversion Layer:

• Meta CPA was +61% higher than its goal, though it delivered +109% higher impressions than forecasted. 

• Google Search CPA was -50% more efficient  than its goal and underdelivered in impressions by -27%.

• Performance Max achieved the most efficient CPA, equating to be 97% lower than estimated and 726% more impressions than forecast. 

The campaign was able to deliver a huge uptick in site traffic year-to-year, with a 63% increase in overall traffic to the site, including the media landing page YoY. As a result we saw a 49% increase in Request A Quote form submissions and a 25% increase in Find a Dealer searches on the Panasonic website. 

This 5 month campaign was a comprehensive and cost-effective way for the brand to reach their target audience, increase brand awareness and ultimately achieve an uplift in conversions. The multi-channel approach allowed us to reach this audience with diverse interests at multiple touchpoints throughout their day, over an extended time period. 

Everyone loves to feel like a winner, and your customers are no different. There’s a certain buzz that comes from being declared a champion and embracing this energy is a smart approach when it comes to connecting with customers. This is where contest marketing comes in, and it’s the strategic use of sweepstakes and contests to get your target market excited and energised and connected with your brand. 

Contest marketing is not a new concept and has long existed in offline forms. But the rapid growth of digital and social channels has vastly increased the reach and potential of this form of marketing, and this means LOTS more opportunity for your business. The genius of content marketing is that it’s a fun and interactive way to showcase your brand and products without directly promoting anything, so it’s more about giving your customer something they want rather than hitting them with a pushy sales message. 

Another huge benefit of contest marketing is that it can be a terrific way to generate lots of user-generated content and positive word of mouth, especially on social media. This is really the ultimate prize for YOU, as nothing is more effective at selling your brand and products than genuine customers raving about them.

So what does it take to create an effective contest marketing campaign? Here are the four key pillars to success:

1. Select an objective

For a campaign to be effective, you need to first work out what you’re trying to do. Do you want to build brand awareness with a specific demographic or find new customers? Are you looking for a way to reward your ongoing customers for their loyalty or do you want to promote a specific product/offer? Are you trying to increase your follower base on social media or conducting some market research on a particular offering? Knowing the answer to these questions and the goal of your campaign is crucial because this will help you choose the right approach.

2. Define your audience

Once you know what you’re trying to do, you need to identify who specifically you want to speak to with this campaign. Use any target audience data you have available to help you with this and then use this information to inform the next step.

3. Craft your contest

Okay, so you know what you’re trying to do and who you want to target. Now it’s time to design a contest that speaks to these goals. First you need to decide what type of contest you’re going to choose, whether it’s an event-based competition, a giveaway, a quiz/trivia activity, or a photo competition.. 

Then decide what participants need to do to take part in the contest – do they need to make a purchase, complete an activity or do they need to do something else, like follow your account, tag a friend or sign up to your newsletter? You can use your overall goals to decide which actions are most important for this contest. 

Finally, you need to establish the rules for judging the contest including the end time/date, plus judging conditions and prizes. Don’t forget to investigate if permits are needed in the specific states the contest will be open to.

4. Set your measurements

There is no point in running a campaign like this if you don’t track the results, so it is essential that you establish your KPIs and metrics before you start the contest. Decide what you want to measure and how you are going to measure it. Then be sure to actually keep track of these metrics through close monitoring during and after the campaign. You’ll be amazed how much information can be gleaned on your customers through a contest marketing campaign!

Do it right and you’ll benefit from a boost in engagement from both new and existing customers, all of whom will be inspired to connect with and celebrate your brand thanks to the promise of prizes. 

If you like the idea of stepping into the contest marketing space but are not sure how to go about it, get in touch with our team here at Awaken and we can walk you through your many options. There are so many different ways to create effective contests and we have lots of experience leveraging these opportunities for our clients to help them achieve incredible results – and we would be thrilled to do the same for you! Get in touch today and let’s start a conversation.

Kraken hired Awaken to create a comprehensive media strategy and campaign to recruit 25+ premium dark spirits drinkers through increased aided awareness and consideration of the Kraken trademark. This 6-month campaign was run across ooh!, Kayo, Foxtel Go, 10Play, 7Plus, Meta, Snapchat, Spotify, ARN, Cartology (Woolworths.com.au), and Google. 

The campaign was set up with the three strategic goals of awareness, consideration, and conversion. 

Awaken was also hired for production of the TVC and creative assets. These were used strategically within each layer of this media campaign.

Awareness: Designed to aid in an annual increase of unprompted awareness, utilising audio and video assets. Our media goals were completed views and listens (15”+), with a cost-per-completion (CPCV/CPCL) measure, and reach with a cost-per-thousand impressions (CPM) measure.  

Consideration: This lower funnel activity was designed to drive action, and prompt a consumer to make a purchase. Our media goals were clicks to website, which is either directly to BWS or to the media landing page, with a cost-per-click-to-website (CPCW) measure.

Conversion: This activity was designed to drive immediate sales uplift, and consisted of promoted products on Woolworths. Our media goals were transactions, measured by return-on-ad-spend (ROAS)

The majority of the awareness layer was focused on video, targeting sports audiences, with a smaller percentage supporting out-of-home and audio activity. We put out 50 digital outdoor panels across 5 states, ran the 15” Kraken TVC across Motorsport and AFL placements, as well as during The Commonwealth Games streaming live and on-demand, and across Channel 10 and the 10Play ecosystem. For audio activity, we ran campaigns across Spotify and ARN.

For the goal of consideration, we utilised Meta, Snapchat, and Google Search to drive action after the initial awareness burst, and prompt a consumer to make a purchase. For Meta and Snapchat’s creatives we ran ads and a 15” TVC. 

The conversion layer consisted of promoted products through Woolworth.com.au. 

Our results

• Awareness Layer: 

• Kayo, Foxtel Go, 10Play, 7Plus, Spotify and ARN all delivered under the KPI cost target with 10Play Premium Pause, 7Plus Bonsai ScrollX & Mobile Roadblock, Spotify Programmatic 15’& 30’ Audio, and ARN In Game Audio & Banner significantly overperforming. 

• 10Play Premium Pause: CPM delivered 16.66% under the KPI cost target. 

• 7Plus Bonsai ScrollX & Mobile Roadblock: CPM delivered 17.65% under the KPI cost target. 

• Spotify Programmatic 15’& 30’ Audio: CPCL delivered an impressive 60% under the KPI cost target. 

• ARN In Game Audio & Banner: CPM delivered an excellent KPI at 57.77% under cost target. 

• Ooh! fell short of projections, but the over-delivery of the previous channels closed the majority of the short-fall.

• Consideration Layer:
  Every channel in this layer performed excellently, far exceeding our KPIs. 

• Meta: CPCW delivered 48.64% under the KPI cost target. 

• Snapchat: CPCW delivered 47.62% under the KPI cost target. 

• Google: CPCW delivered 32.73% under the KPI cost target. 

• Conversion Layer:

• Cartology (Woolworths.com.au) under-delivered. This was due to a short time period of high conversions, but also high auction bids. We then made optimisations that greatly improved our ROAs, however, the campaign average never fully recovered. Nonetheless, the excellent performance of our awareness & consideration layers bridged the gap and made the campaign cost effective.

This 6 month campaign was a comprehensive and cost-effective way for the brand to reach their target audience and increase brand awareness. The multi-channel approach allowed us to reach this audience with diverse interests at multiple touchpoints throughout their day, over an extended time period.

Shopping online has long been an easy way for customers to indulge in a bit of retail therapy, with clicking to purchase reaching peak popularity during the pandemic. But in recent times, one style of online shopping has proven to be particularly popular with savvy shoppers – and that’s social shopping. 

Social platforms started out as a way to connect with family and friends but have long since become fertile territory for brands looking to connect with customers. They are now a key destination for direct purchasing. Business is booming and projected sales on social platforms are expected to reach $2 trillion globally by 2025.

So why has it become so popular? The brilliance of social shopping is that it’s literally a one-stop-shop: You can grab the customer’s attention with advertising, convert them with engaging content and then complete the sale with direct checkout, all on the one platform. And then, to make it even better – you can turn them into recurring customers through ongoing content. 

It’s a dream marriage of ecommerce and content marketing and most of the social platforms have joined in the action, providing their users with a variety of methods for selling and tools including shoppable posts, on-platform shopfronts, hashtag or keyword searchability, shop tabs and more. 

Combine this with a variety of advertising opportunities (think in-feed ads, discovery pages, story ads, product demos, influencer-generated content) and you have a seriously powerful approach to retail that gives brands more access to their customers than ever before. It also gives consumers the easiest possible experience using the device that is literally at their fingertips. Win, win. 

The benefits of social shopping are numerous and here are our top four:

1. Increased Visibility

Social media lets you cast your net wider than ever before when connecting with customers – and you’re much more likely to be found by the right people, as many consumers are now effectively using social platforms as search engines. 

2. Highly targeted customer base

It’s great to have your brand seen by a big audience, but sometimes you want to speak to a specific group. Social media is all about data, which means you can be really specific when searching for the right customers. Advertising on the platforms lets you narrow down your targeting in a variety of ways, from location to gender to interests, so you can serve your ads to a very precise group of customers and then track the metrics. This means less wasted advertising spend and a much better return in the long run. 

3. Increased loyalty

Curated content on social media combined with shopping allows brands to make the retail experience about more than just buying, which is perfect for attracting customers looking for a greater sense of connection to brands. Ongoing engagement allows customers to build a relationship with your brand that ultimately translates into increased loyalty and ongoing sales. 

4. Extreme convenience

Social shopping literally couldn’t be easier: You see, you click and then you buy. The  platforms have been set up with speed and simplicity in mind, so customers can fly through the process with a few taps of their index finger, all in the time it takes to wait for a barista coffee to be made.

The impressive growth in this sector is really just the beginning and you can expect social shopping to continue to soar in the future, especially as virtual and augmented reality come into play in the years to come. For now, there’s no doubt that it’s an important way to connect with customers and a smart way to do business.

If you’re considering a move into social shopping, or maybe have previously dabbled in it but are looking to do more, get in touch with our team here at Awaken. We would love to help you put together an effective strategy for converting your social to sales. We have a huge amount of experience running retail campaigns across various social platforms and we would be happy to help you connect more meaningfully with your customers. Give us a call and let’s start a conversation.

Jose Cuervo hired Awaken to create a media campaign to drive awareness of the Sparkling Margarita as a convenient, refreshing serve and convert white spirits drinkers to tequila drinkers through refreshment and flavour cues. This 6-month campaign ran across EMX, Spotify, Tinder, ARN, Dan Murphy’s, Snapchat, QMS, BWS, Meta, Val Morgan, and The Trade Desk. 

This campaign smashed our KPI goals, overdelivering on seven of the fourteen channels, and meeting our KPIs on two further channels.

For our work on this campaign we were named an Honoree for The Webby Awards in the category of Best Growth Strategy, the only Australian agency to be recognised in the best growth category.

The campaign was set up with the three strategic goals of awareness, consideration, and conversion. 

Awaken was also hired for production of the creative assets. These were used strategically within each layer of this media campaign.

Awareness: Designed to aid in an increased awareness of Sparkling Margarita. We utilised audio and video assets to achieve this. Our media goals were completed views and listens (15”+), with a cost-per-completion (CPCV/CPCL) measure.

Consideration: This lower funnel activity was designed to drive action, and prompt a consumer to make a purchase once they have landed on the retailers’ website. Our media goals were clicks to the website, which in this case was BWS, with a cost-per-click-to-website (CPCW) measure.

Conversion: This activity was designed to drive immediate sales uplift, and consisted of promoted products on Dan Murphy’s and BWS. Our media goals were transactions, measured by return-on-ad-spend (ROAS).

Highlights: 

• 9 of the 14 channels met or exceeded their KPI goals. 

• Spotify, ARN, and Meta smashed their KPI goals coming in 50-75% below our cost target.

• Four further channels over-delivered between 7-35%.

Our results

• Awareness Layer: 

• 2 of the 9 channels met their KPI targets, while 4 of the channels significantly over delivered. 3 of the channels under delivered on their KPI goals. 

• Consideration Layer:

• 2 of the 3 channels significantly over delivered on their KPI goals. 1 of the channels under delivered on their KPI goals. 

• Conversion Layer:

• 1 of the 2 channels significantly over delivered on its KPI goal. 1 of the channels under delivered on their KPI goals.

Are brand ambassadors something you’ve chosen to ignore or even dismissed as unnecessary? If so, you could be doing your business a major disservice. Far from a frivolous marketing ploy, quality ambassadors can help give your brand a much-needed stamp of authenticity that might be the silver bullet in a crowded marketplace. 

A successful brand ambassador will humanise your corporate image and make it more relatable by helping your customers to better understand the practical applications of what you’re offering. This can lead directly to both increased sales and higher engagement. 

A strong ambassador will often bring their own network to the table, which can be a huge help in increasing your reach. Whether they’re active on LinkedIn or other social networks (such as Instagram or TikTok), a consistent contributor to the press or a regular on speaking and presenting circuits, the right person should have a reputation for integrity and a distinct sphere of influence. 

Bear in mind, their network doesn’t necessarily need to be huge, and someone who has the ear of 1000 quality customers is worth more to you than someone with a random following of 100,000 people on Instagram who have no interest in your brand. Ultimately the right ambassadors will help build a bridge between your brand and your perfect customers. 

So who exactly qualifies as a brand ambassador? Great question. Let’s briefly run through the options:

Social media influencers

The best-known type of these are macro influencers who have managed to build up huge followings (anything upwards from 100k) and are usually associated with a specific topic or genre. These people play a numbers game, which means the majority of their followers won’t be interested in your brand, but their followings are so large that you could still enjoy strong cut through. Alternatively, you could look at working with micro influencers (10k and up) who often have smaller but much more engaged followings, or even niche influencers who focus on a specific area that’s relevant to your customers.

Celebrity ambassadors

This group is similar to macro influencers, as they generally have large followings. But they are set apart from those only renowned through social media because they are usually celebrities for a compelling reason, such as their work as an actor or sportsperson or politician. While building their career, they develop their credibility and attract a vast network of admirers and followers interested in their opinion. When the right celebrity endorses your brand, it can be game changing. Just ask Michael Jordan and Nike. 

Your customers

NOTHING is more powerful than the genuine endorsement of a happy customer and their rave reviews can be invaluable in converting new sales. User generated content and testimonials, especially on high traffic sites such as Google and Trustpilot can be particularly helpful for reaching a huge audience.

Employees

Another effective group of ambassadors are your employees. It speaks very highly of your business and approach when your own staff is raving about your brand, and their endorsement can be a strong inducement for new customers who might otherwise be on the fence.

Business partners

You can also look to others you work with successfully for external ambassadors, such as any affiliate partners including charities, associated organizations or other companies affiliated with your brand. When they are proud to work with you and are not afraid to show it, this can persuade new customers to give you a go.

This might all sound a little overwhelming but, lucky for you, our team has extensive experience helping our clients find the right partners and run successful brand ambassador campaigns that connect with the target audience and get powerful results. 

If you’re interested in working with us or even just have some questions, please feel free to get in touch. 

Maybe you’ve heard of geofencing but you’re not sure what it is and how to wield its power? Don’t worry, you’re not alone. In a nutshell, geofencing is the practice of targeting an audience within a specific physical location using GPS technology and sending them notifications or alerts via display ads, search ads, in-app ads, or notifications. 

It’s a way of narrowing down your geographic target area and focusing your advertising dollars on customers who are actually in a position to physically take advantage of your offer, due to their proximity. For example, a store can notify potential customers of a sale on specific products when they are located inside the same shopping centre as the store. 

It’s a simple enough concept and can be hugely effective when executed correctly. But there are three golden rules you need to keep in mind to get the most from your campaigns:

1. Keep it tight

Smaller and more focused perimeters are generally more effective when it comes to geofencing. So make an effort to be precise when defining the region you want to focus on. This might mean setting a literal distance (such as a 250m circumference around a certain location) or time-based distance (such as within five minutes drive from the location) to define your space. 

2. Keep it specific

Not all audiences are the same and it really pays to narrow down your focus on customers to get the best bang from your advertising buck. Think carefully about the key things that consumers like about your brand and what attracts them to you so you can target the right people. If you’re not sure about how to do this – do some research on your target market! It’s always time and money well spent

3. Keep it actionable

Give your customers something to do – and soon. Geofencing works best when it sparks a sense of urgency, so offer a special deal in return for immediate action, such as 30% off a certain product but on purchases today only. As you’ll be serving this ad to a targeted customer within a specific geographic region (ideally close to one of your retailers) they’ll be perfectly positioned to take advantage of the offer when it pings up on their mobile phone screen, and you’ll chalk up another sale. A win for everybody. 

Follow these simple rules and you’ll find geofencing can be an incredibly efficient and cost-effective way of connecting with your customers. You’ll save advertising dollars by funnelling all your budget into connecting with a smaller group of potential buyers who are more likely to buy your product or service because they are literally in the right place at the right time. 

Don’t forget – we are all constantly getting served offers and content all day long. So even if a potential customer spots a tempting offer for one of your products that morning, there’s a good chance they’ll have forgotten all about it later in the day when they’re wandering around their local shopping centre. But use geofencing to catch their attention while they’re taking a pause in the food court and scrolling through social, and chances are they’ll head straight over to your retail outlet to take advantage of your offer. 

If geofencing sounds like something your business or brand would like to do, but you’re not quite sure how to go about it – get in touch with our team today. At Awaken we have extensive experience setting up and executing highly effective geofencing campaigns and we know exactly how to help you get the most from your budget. Give us a call and let’s start a conversation.

Sponsorships can be a great way to position your brand, drive revenue and reach new audiences – but signing the deal is just the first step. Simply being a sponsor and popping your logo on a sign or two isn’t enough these days. Now you need to activate your sponsorship. It might sound like extra hassle, but all this really means is adding some additional engagement and experiential marketing touch points to your campaign. This can help elevate your partnership and give you a stronger connection to your audience. 

The audience is the key here and your goal with activation is to, quite simply, make them happy. You want to find ways to tap into what they really care about and then use this to create an exciting and memorable experience. This will allow them to discover the essence of your brand and what you have to offer. The more brand personality you bring to the experience, the better – but ultimately remember that you want to educate your audience about your brand in a positive and enjoyable way that speaks to their needs and interests. 

This could be something as straightforward as product sales or it could be something more experiential. Sometimes a simple approach can be enormously effective, but it always pays to think a bit outside the box to create activations that will generate genuine buzz.

So, what’s the best way to go about activating a sponsorship? Here are three ways to start:

1. Tap into social media – This is a fantastic way to make waves and build connections before, during and after an event. It might be as simple as sharing images, creating an AR filter or using a particular hashtag. The key is to make sure you choose an approach that will allow you to engage not just those people at the event but anyone with an interest in what you’re offering.

2. Offer interactive opportunities – The more you can get people to become literally immersed in your activation, the better. So physical activations such as interactive videos, virtual reality experiences and games are a great way to get people to connect with your brand in a fun and interesting way.

3. Boost attendance – The more people you have attending an event, the higher the value of your sponsorship. So use your activation to increase these numbers by offering thoughtful and useful motivators such as free wifi, phone charging stations or bottles of water at festivals and concerts. Or you could take this even further and offer special chill out lounge areas for people to hang out or free samples of products that you know your audience will enjoy.

These ideas are just the tip of the iceberg of ways you can successfully activate and leverage a partnership – and the more your approach aligns with the values and offerings of your brand, the better. For ideas on some specific activation approaches that might work for you, get in touch with our team at Awaken and we would be happy to work with you on creating exciting new opportunities for your business.

1800 Tequila hired Awaken to create a media campaign across YouTube, Snapchat, and Pinterest, using content pieces generated by social influencers in partnership with Analog Folk, to build 1800 Tequila as a premium lifestyle brand and the go-to tequila for Cool Hunters. The campaign was set up with the strategic goal of awareness.

Awareness: Designed to aid in raising unprompted awareness of 1800 Tequila utilising video assets generated by social influencers in partnership with Analog Folk. Our goal was video views with a cost-per-view (CPV) measure.

Our results – every channel performed on target or outperformed benchmarks:

• Youtube: CPV delivered 33.33% under the KPI cost target. YouTube viewers were the most engaged, with an excellent completion rate of 53%

• Snapchat: CPV delivered 71.43% under the KPI cost target. Users on this channel showed strong engagement, with a respectable completion rate of 34.98%

• Pinterest: CPV delivered right on the KPI cost target, and was also the second most cost effective channel in terms of CPV and CPM.

The campaign performed very well overall, particularly on YouTube, demonstrating that longer-form, portrait videos have a place on more traditional video platforms and that influencer content can be an effective tool on a brand’s social channels, as well.