White Claw

Creating a wave of interest during White Claw’s summer activity

White Claw set out to be the drink of the summer by building awareness among young, fun, and engaged audiences in key UK locations. Reaching our target audience in a relevant, familiar environment would be key to infiltrating the market and establishing White Claw as the leading hard seltzer brand.

Awards for White Claw

The Drum OOH Awards: Multi-channel Strategy
The Drum OOH Awards: Shortlisted for Best Interconnected OOH formats
Campaign Media Awards: Shortlisted for Alcoholic Drinks category

What we did

Using YouTube, we built awareness with our target audience of 18–34-year-olds, interested in pop culture, sports and entertainment, using several tactics and different creatives over the course of the summer months to tease, amplify, and echo the White Claw message to keep our campaign fresh and engaging.

What we did

Together with tech partners, Channel Factory, we placed ads in front of popular trending YouTube videos and channels to reach our audience across content that had high levels of contextuality, suitability and sentiment based on our target audience. Working directly on a programmatic guaranteed basis with Sky Sports also allowed us to capitalise on preferential CPM rates to guarantee we were serving next to new and popular content.

What we did

Our content was all about celebrating moments and enjoying life and activities, so geo-targeting London parks enabled us to target people relevant to our content as well as in an environment the product is supposed to be enjoyed in.

This campaign saw us overdeliver quality impressions, while beating performance targets. With awareness a key area for this campaign, we wanted to focus on video completion rate (VCR). We saw fantastic performance, achieving a VCR over 78% with a benchmark of 45%.

  • 82%

    Overall VCR

  • 80%+

    Against planned VCR

  • 25%

    Increase in CTR

Our work

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