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How brand social can compete with native social with just an iPhone 15


XXXX wanted to bolster its positioning as the beer that encourages people to live and enjoy the good life. 

The lead creative agency created a campaign called Winch To Win to help address this with a new audience. And to enter, participants were encouraged to upload a photo of video of themselves with their 4WD, winching.

Our target audience were dubbed the ‘INGs’: people that spend summer fishing, camping, hiking, off-roading, and mountain biking in Queensland. They love the Queensland good life and want to make the most of the scenery around them.

And we knew they were saturated with summer offers and promos. So, we had to find a way to connect with this very focussed audience in a relatable and entertaining way. 


Our creative platform tapped into the passion that our INGs show towards their outdoor hobbies. We reflected their obsession back at them with a content series that showed how to ING when you can’t ING because of mundane life; work, house chores, your commute.

We create content that looked like the best found footage out there. The type of content you’d see on Brown Cardigan - featuring people doing the INGS in everyday life, as filmed by incredulous onlookers.

Using limited talent and shooting on iPhone 15s, we captured 8 assets over a one-day shoot. The best-performing posts were boosted with paid media spend as a part of a comprehensive media plan.  

The Results

We successfully helped XXXX connect with its most important audience at the most important time of the year 

  • Millions reached with thousands of entries  
  • 19% lower CPMs than the previous best performing campaign for XXXX.  
  • 91% positive sentiment in comments 

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