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Supermalt

Brief

In 2017, Supermalt, the UK’s most popular malt drink, asked OST to help take their social media “to the next level”. We were thrilled to take on such an iconic and colourful FMCG brand and quickly began to build their online profile.

We set out to use the colour and vibrancy of the brand to tap into the affection that exists for Supermalt within Afro-Caribbean communities. Central to this approach was our development of a bold and ‘sassy’ tone of voice whereby the brand takes on critics and, in no uncertain terms, gives as good as it gets. You might not like the drink, but you’ll love the brand.

Project

From day one we wanted to connect with Afro-Caribbean celebrities and also capitalise on the brand’s sponsorship of events such as Notting Hill Carnival. Prior to the carnival we brought together 15 high-profile Instagrammers for a Caribbean dinner and Samba lesson in a Brixton restaurant. Their engagement helped us to drive thousands of conversations around #Supermalt.

For our #SupermaltChristmas campaign we created a limited edition Supermalt Christmas jumper, which was sent out to a select few celebrities. Within days a host of high-profile rappers, musicians and Instagrammers were posting selfie videos in their jumpers. Stormzy’s Instagram video alone was viewed 734,000 times and attracted over 3,000 comments, many mentioning Supermalt.

Our engagement rates for Supermalt on Facebook and Instagram are high, but on Twitter we frequently hit a 15-20% monthly engagement rate as fans share our fun (and occasionally feisty!) conversations.

Results

  • Reached millions within the target market via our FMCG influencer marketing strategy (without paying influencer fees).
  • Created an unique tone of voice which fans have responded positively to.
  • Achieved a consistently high engagement rate across all channels – 15-20% on Twitter.
  • Secured the attendance of 5 influencers at the Risk Summit 2017.
  • Stormzy endorsement reached 734,000 fans and generated 3,000 comments.
  • Campaign was a UK Social Media Awards Finalist in 2017 .
Supermalt has been an astonishing success for us this year. The brand is very powerful and we’ve found a way to harness it with an unique and bold voice. It’s also a lot of fun to work on!
Luke Brynley-JonesOST Managing Director

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