[Agency: Havas Worldwide Siren]
Challenge: We were tasked with engaging a younger audience in the second edition of “Where’s the Party?” organized by Carlsberg Malaysia and showcasing its unique elements, plus piquing audience interest leading up to an epic party of the year.
Actions: Our agency invited all mainstream lifestyle media and bloggers to the party, without revealing any details (venue, time, etc.). Havas Worldwide Siren managed Carlsberg’s fan page and posted teaser information daily to build interest and curiosity among its fan base and spark conversations. And we pitched the event to lifestyle weeklies, online media portals and bloggers to run pre-party posts to increase awareness and drive traffic to the Facebook page and offer readers an exclusive opportunity to win tickets to the party.
Results: Through our actions, we increased fans (and conversations) on Carlsberg Malaysia’s Facebook page from 12,717 to 17,338 in less than two months. Almost 24,000 netizens were referred to the Carlsberg website and Facebook page by top bloggers in four weeks. We garnered traditional PR coverage worth SGD1.03 million across all mainstream dailies, monthlies, broadcast outlets, online channels, blog posts and YouTube videos.