Inch’s Cider is a British cider that’s perfectly crisp because they go the extra Inch in all they do.
And this summer we needed to drive awareness of Inch’s Cider, the drink’s great taste (especially with lemon) and their green credentials.
We would build on the success of their current platform of ‘Going the Extra Inch’ and bring it to the target audience of 18-34 year old alcohol drinkers, city folks.
They’re professionals who are looking for a delicious cider to enjoy after work or with friends looking to have fun with a great tasting drink.
Inch’s fresh & fun summer aesthetic could be perfectly poured into the platform where our audience spent the most time with their friends: Instagram.
The four passion points for the summer that we’d inject into our content were identified as: Food, Nature, Sustainability and Spoken Word.
And diverse content creators from within these passion point communities would be our partners in stirring up the good vibes.
EXECUTION
We worked with ten UK creators to craft energetic, fun, feel good and summer themed content.
They embraced the creative idea and showed how they went the Extra Inch for their friends and even strangers. From surprise picnics, seducing friends out the house with an Inch’s Cider and gifting it as an act of kindness, the good times rolled across screens over June and July.
To punctuate Inch’s sustainability and partnership with Patch Plants, we hosted a unique experience: ‘The Local’ - a pop up pub where all ingredients were sourced within a 40 mile radius.
Four of our original creators and four new foodie creators attended the launch and drove traffic online and through the doors.
All content conveyed the perfect essence of summer, true to the creator.
Poetry and spoken word videos enchanted viewers who resonated with the celebration and camaraderie of summer drinks with friends.
Product-centric content evoked active feelings to try the drink as revealed in the comments and ‘intent to try’.
Photo carousels popping with bright, colourful and fun elements improved reach, impressions and lively reactions.
Our fantastic results were a result of a well-executed strategy and perfect match of the right creators and content style.
Highest value growth of any cider in UK (source: Nielsen/ CGA YTD data July 2023).
457K Reach - Almost half a million people saw the content.
16.9K Engagements.
And to fully understand the effectiveness of our content we used eye-tracking and emotion measurement in a Brand Lift Study which found:
+24 points (NPS) OPINION increase after exposure to the campaign.
73% of respondents expressed an ‘INTENT to try’ after seeing the content.
Sample of audience comments
“Such a gorgeous advert !!! 🍏 still yet to try it but I really want to !!”
“So we’re all drinking Inch’s this summer now, right guys?”
“Vegan cider 🙌🏼 two of my favourite words together! Fab video 🤗”
“The is sooo beautiful tell @inchscider we want a part 2 😍🔥❤️”
“Chloe drinks inchs so i drink inchs ❤️❤️”
“Now I feel like an inches cider 😍”
“this makes me want an inch cider rn 😍”
“’m about to go buy me a can 😍😩”
“That cider looks so refreshing !”
“I LOVE Inch’s! Currently sat in the sun with one now 🍺😎”
“Nah g set me some of the cider man 😂😂❤️🔥❤️🔥”
“I don’t need an excuse to try some new cider 🫣😂”
“You made want to drink cider! God dam woman ❤️”
“these look so crisp you know how some ciders aren’t crisp enough but these look ABSOLUTELY CRISP”
