There’s nothing better than starting the year off by reviewing our accomplishments in order to motivate us for 2023. In line with this idea, Top Comunicación has recently published an article highlighting the best communication campaigns of 2022, in which three of the projects carried out by ATREVIA made the list: the campaign launched with influencers to promote the reissue of the nostalgic Baticao, the release of the innovative Oliba beer, and our second campaign for Brico Depôt:
This campaign demonstrated that it is useless to close collaborations with those who are not aligned with the product or the brand we want to promote. In this case, we chose to work conscientiously with influencers who had a clear relationship with the campaign’s values, and consequently, the result was a success. We received better feedback than previous creative mailings, thanks to optimizing the profiles and choosing influencers that genuinely matched the brand’s needs.
With 86 non-paid influencers, we got 93 pieces of content published on social media and more than 1,000,000 estimated impacts on Instagram and TikTok. The campaign was launched on June 27 and ended on August 10, 2022.
The sky is blue, the sea is salty, and birds fly. For us, this was the norm, things we could count on in our daily lives, such as the fact that beer is either yellow or golden. But a brief came to ATREVIA that made us rethink everything, the first green beer made with olives: Oliba, the GREEN BEER, something impossible in theory.
And so, the first campaign for Oliba was born. We worked on everything from a launch strategy to its introduction to the public and positioning it as “The beer that seemed impossible” on social media. We wanted to highlight the most spectacular thing it has, a color that makes it unique through headlines that reflect its essence and its peculiar ingredient, olives.
To carry out the campaign, we created a comprehensive design and graphic iconography together with illustrator Juay. Oliba’s campaign, the first green beer with olives in the world, is made up of several audiovisual pieces, commercials, billboards, and social media formats.
3. Highlight the pride of being Brico Depôt customers:
Brico Depôt already showed its appreciation for its customers’ talent last year with its first campaign in Spain, but this time it wanted to go one step further. The brand gave its customers a voice to recognize themselves in the situations presented in the campaign and to identify with the brand.
The new campaign “Siéntete doblemente orgulloso” (Feel doubly proud) is based on two critical insights for Brico Depôt’s target audience. The first is the pride customers feel when they can do things themselves, and the second is their pride in getting the best price.
This campaign is a milestone in the development of Brico Depôt’s strategy in Spain and Portugal. From guaranteed minimum prices to the best quality materials, Brico Depôt makes thousands of trades specialists and professionals proud of their work.
The campaign pays homage to Brico Depôt’s customers by giving its products their names and also recognizes its employees, the bricostars, by featuring them in the ads.
The campaign can be seen across all media: TV, cinema, radio, external, digital, POS, and social media.
You can read this article originally published in Top Comunicación here.
