The product: Steinlager Toyko Dry new product launch
Our challenge: drive brand awareness amongst millennials, through a content led campaign which reflected the values and origin on the beer.
The solution: 'Welcome to the Other Side'
A series of mini documentaries and editorial exploring the vibrant cultural similarities and differences between Japan and New Zealand.
What we did: Produced a cultural exchange to Japan where three talented artists (food, ink and art) travelled to find out the answer to our questions.
We wrote editorial, delivered the resulting series, held a content launch event for VICE readers, promoted the series across the publication and social media channels. We generated press coverage and talent involvement beyond contractual obligations.
The (interim) results:
- 1.4 Million collective video views
- 4.5 Million social impressions
- 23 social posts, 5 talent posts
- 1.4 Million social engagements (comments, likes, shares and clicks)
- 5307 article views
- 1.4 Million co-branded media impressions
- Content screening event capacity reached
Influencer Content Screening 'Welcome to the other side' presented by Steinlager Tokyo Dry
The Other Side of ART - featuring illustrator Toby Morris
The Other side of INK - featuring Paitangi Ostick