Our brief: How can we efficiently launch Somersby Cider in Switzerland?
What we did: With local partners Catalyx we used a new hybrid of crowdsourcing and word-of-mouth marketing to drive awareness and trial of an international cider drink in a market where share of imported cider is 2%. Our Consumer Co-creation Crowd generated insights, ideas and active participation in the brand’s launch.
What happened: We generated a high level of interest, with 750,000 page views online and a brand awareness that was tracked at 6% even before the brand had launched. 1.5 million people (20% of the Swiss population) had heard about the brand even before it was launched and also recruited Somersby ambassadors. Above-target distribution and sales followed, all at a fraction of the cost of a traditional process.