Born at Glastonbury Festival, Brothers Cider had been a staple of the festival market for over two decades before venturing into bars, pubs and stores. In 2019, their sales figures were strong but their social engagement wasn’t matching up. With plans to launch a menu of new flavours, they wanted to build an online Brothers community to excite and delight throughout the year with thumb stopping content around their new products and events.
We were briefed to develop a strategy, creative campaign and media plan that would drive social growth and engagement, positioning Brothers as the go-to cider for 18-34 year olds in the UK.
We started by identifying some key elements of the Brothers brand that millennials could relate to. These included the curiosity of trying new and exciting flavours, a sense of adventure and being able to enjoy music festivals with friends. Our creative team then designed a seasonal content series for Instagram around these themes.
Playing into all of these themes, our content plan included a mix of product shoots, interactive stories, recipe videos, historical information about the Brothers brand and lifestyle shots from festivals. The growth strategy was fuelled by encouraging the existing Brothers Instagram audience to engage with our content, as well as reaching new audiences who had a strong propensity to enjoy Brothers.