Case Study: Carlsberg Australia

The Challenge:

Carlsberg Australia approached Dundas Media wanting to build their brand awareness in the Australian market.

Our Solution:

We created a 12-month content solution centering around sharing real stories of Australians who are ‘probably the best’ at what they do. Drawing from Carlsberg’s slogan “Probably the Best Beer in the World”, we decided to adapt it to showcase people who are “Probably the Best” at what they do, focusing on craftsmanship, innovators and entrepreneurs.

Our strategy in selecting our ‘15 heroes’ was to draw on a different vertical under the beer drinking banner to maximize the potential reach and brand awareness. Examples include, Jeremy Tagand (craftsman) motorcycle designer at Deus Ex Machina, and Stephen Oh the founder of  XM2 (an Australian custom drone company) that flew a case of Carlsberg on one of the largest drones in the world (at the time it was invented).

We believe that by placing Carlsberg in the fabric of each of these unique and inspiring Aussie stories we can motivate our target Australian to make Carlsberg their beverage of choice. The campaign’s content deliverables consisted of 6 unique assets per hero shoot (1 day production) across multiple deliverables, maximizing the content for Carlsberg.

We produced 20-30 second videos as our hero story, accompanied by high-quality photos and 5-second loop videos, created for 3 different platforms and screen sizes, from Instagram, Facebook, and YouTube.

The Results:

Our campaign generated over 11,500,000 impressions and had a total unique reach of over 5,000,000. We believe that in the current digital media landscape companies need to have an always-on approach. Our Probably the Best content strategy allowed Carlsberg to stay consistent with their audience, and all of this 12-month content was delivered at the same production budget as a one-off short marketing campaign.

The media buy was done by Initiative.