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Lion - XXXX Beer

Getting Queenslanders to give a XXXX again


XXXX has been Queensland’s favourite beer for over a century, until it was dethroned in 2018 by Great Northern, which presented an image of the idyllic outdoors in its advertising.  

XXXX’s response was to demonstrate its authentic connection with Queensland using the Postcodes campaign. This began in 2022 when XXXX replaced the logos on player jerseys during State of Origin with postcodes of those players, demonstrating XXXX’s commitment to the players’ humble roots in Queensland. In 2023, our task was to make this campaign even bigger. 

We could have effectively supported this competition with a hashtag. However, our research revealed that roughly 50% of profiles on Instagram are private, meaning even if they did enter, XXXX would not be able to see or share any content.  


We created a digital UGC campaign that drove users to an interactive microsite for users to upload, view, and interact their examples of pride in their state and postcode. To help re-establish our connection with Queenslanders we curated the best UGC content and broadcast them on social channels and eDM to drive social proof.  

We also created a custom backend for AFFINITY and Lion to allow speedy approval of user submissions, prompting them to try again. We also integrated with our Customer Data Platform and email platform to capture user data and trigger approval or disapproval emails in real time.  

The Results

Our website results showed an 83% increase YoY 

  • 7.3x more UGC entries than projected.

And our email program produced a 33.6% higher open rate than 2022 with a 12.9% higher CTOR 

This all contributed to impressive brand building results and sales for the campaign:  

  • +12pt increase in brand meaning (Kantar) 
  • +5pt increase in brand difference (Kantar) 

And a lot more beer down Queenslanders throats! 

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