XXXX has traditionally been the No. 1 beer in Queensland for the down to earth Aussie. As Great Northern Beer was growing, XXXX was shrinking, and losing its heartland of drinkers.

We needed to find an authentic way to re-connect with Queenslanders and put XXXX back in its rightful place.

To do this, we tapped into something every Queenslander cares about, the State of Origin Maroons., We created a digital UGC campaign that drove users to a highly interactive microsite for users to upload, view, and interact their demonstrations of pride in their state and postcode. To help re-establish our connection with Queenslander we curated the best UGC content and broadcast on social channels to drive social proof.

The campaign managed to drive both outstanding brand engagement, and phenomenal sales growth.

Proving that building an authentic connection with your audience, can re-energise a brands potential.

• Growth in market share
• Number of entries way about target
• Increased digital engagement
• If you would like to chat more with us about this work, get in touch