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 FMCG brand.
We set out to use the energy 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 in which the brand takes on critics and, in no uncertain terms, gives as good as it gets!
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. 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 over 1 million 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. Our 2017 Christmas campaign reached over 10 million people and grew their Instagram following by 14%.