Objective
Fuller’s wanted to cement their position as the #1 pubs for quality cask ale.
The purpose of this campaign was to raise awareness of the pride that is taken in producing, looking after & serving cask ale in Fuller’s pubs whilst also targeting the next generation of cask ale drinkers.
The goal
The role of paid media was to:
- Identify the target audience & find them on relevant platforms
- Own cask ale searches
- Increase relevant traffic to the cask ale category
- Drive increased levels of foot traffic into pub & increase cask ale sales
What we did
We launched an integrated paid media strategy to enable us to find existing Fuller’s Cask Ale drinkers & new generation audiences. Our strategy was developed based off extensive first party data insights, we then considered the relevant audience to prospect as new generation cask drinkers to showcase our cask ale messaging. Together, we decided that our strategy needed to be audience first and platform second.
Our strategy was centred around two areas:
- People who identified themselves (or showed intent) to be our audience of current cask drinkers
- New audiences who we identified through their behaviour (e.g. beer drinkers) or association with different interests (e.g. rugby).
To engage existing audiences and promote awareness of Fuller’s cask ales, we linked Fuller’s CRM to Google and Meta, using video and static images to highlight the Cask story.
To reach new audiences, we adopted a funnel approach, running a variety campaigns to reach them at various moments, recognising that a single touchpoint wouldn’t meet campaign goals.
The outcome
Own cask ale searches:
- 85% impression share on Cask Ale keywords.
Increase relevant traffic to the cask ale category:
- 17K landing page views
- 12.3M impressions
- 85K clicks
Increase level of foot traffic into pubs:
- 8,411 Get directions clicks
- 16,456 Local direction conversions
Increase cask ale sales:
- Five consecutive weeks of cask ale volume growth
- Grew sales of cask ale by 12% vs previous 6 weeks (while total beer sales were up 2%)
- Grew cask ale sales by 4.5% vs first half of the year
- 5.5x ROAS
