Lucozade ‘Find Your Flow’
The client was looking for eye-catching activation to support the vibrant, high energy ‘Find Your Flow’ message.
For Lucozade we developed a new vertical on our entertainment platform, DailyEdge.ie. The Win/Fail vertical brought together disparate viral content and framed it with the win/fail hook for a highly socially engaged audience. The beauty of the vertical was that it was self-activating around current events, viral breakouts and ‘watercooler’ moments. The content aligned perfectly with Lucozade’s ‘Find Your Flow’ message and the vertical guaranteed a strong visual presence for the brand.
Win/Fail self-activated around current events and the vertical included the year’s most spontaneous, reactive content. So for every viral sensation of 2016, whether that was the O’Donovan brothers in Rio, Chewbacca in Ballyferriter, or the Irish fans at the Euros, Lucozade was there.
The Win/Fail zone was supported by a highly innovative campaign across DailyEdge.ie and TheJournal.ie. Four cross platform pinned social ads drove traffic to the vertical from TheJournal.ie river. Every published piece went out across social channels. Bespoke Facebook native video added audiences on social, we used media-first branded content on Snapchat to target our youngest, most socially active audience.
Results far exceeded predictions and we delivered 383 articles garnering 3.5 million page views and 155,000 social interactions.