Carlsberg
200 Media Mentions
WINNER OF THE KOM19 AWARD FOR BEST CAMPAIGN
WINNER OF THE RAMBUK NENT EFFEKT AWARD
WINNER OF RAMBUK GRAND PRIX
SHORTLISTED FOR THE ADVERTISING EFFECTIVENESS AWARD (AEA) 2019
CASE
PR-STRATEGI, NARRATIV, PR-EKSEKVERING, MEDIETRÆNING, EVENT & VIDEO TIL SOCIALE MEDIER FOR CARLSBERGS PLASTIKFRI 6-PACK
I tæt parløb med Staerbo Communication har vi fra maj 2018 til februar 2019 stået for den landsdækkende PR-indsats for Carlsbergs nye bæredygtige 6-pack, SNAP PACK, som globalt set sparer miljøet for, hvad der rundt regnet svarer til 60 millioner plastikposer om året.
PR STRATEGY, NARRATIVE, PR EXECUTION, MEDIA TRAINING, EVENT & VIDEO FOR SOCIAL MEDIA FOR CARLSBERG’S SUSTAINABLE 6-PACK
In autumn 2018, Denmark was taken by storm when Carlsberg staked out its position as one of the most sustainable Danish companies, genuinely taking on responsibility for the global climate challenge – and all in the span of a few months.
Finally, there was someone taking action – instead of simply making token statements about the massive waste challenge – thanks to a tiny dollop of glue that suddenly enabled the cans of Carlsberg’s 6-pack to stick together.
Carlsberg’s goal was to reduce its plastic consumption by an amount corresponding to 60 million plastic bags annually as part of its overarching sustainability strategy, Together Towards Zero.
The promotional campaign created a collective buzz in Denmark – not alcohol-induced, but instead caused by joy over the possibility of saving plastic and pride in this national treasure.
PURPOSE AND A STRONG NARRATIVE
The efforts kicked off on 5 September 2018, where Carlsberg revealed their innovative and sustainable initiative at an international event at the company attended by over 100 journalists from around the world.
Carlsberg’s first step was to develop an overarching narrative for its corporate communications, based on Carlsberg’s purpose: “Brewing for a better tomorrow”.
This entailed telling the story of Carlsberg and sustainability from many different angles while remaining anchored in Carlsberg’s brand.
The narrative, messages and press material was also used internationally, and we also assisted Carlsberg with a wide range of other assignments in connection with its announcement.
INTERNATIONAL PR-EVENT
Første indsats fandt sted, da Carlsberg den 5. september 2018 afslørede deres innovative og bæredygtige nyhed ved et internationalt event på Carlsberg med deltagelse af over 100 journalister fra hele verden.
I tæt samarbejde med Carlsberg, fik vi til opgave at invitere alle relevante, danske journalister til dagen, hvor ambitionen var at nå op på 50 omtaler i pressen.
PURPOSE OG ET STÆRKT NARRATIV
I september 2018, udviklede vi Indledningsvis et narrativ for PR-indsatsen. Opgaven var at integrere Carlsbergs purpose – ”Brewing for a better tomorrow” i hele kommunikationsindsatsen.
Det var den fortælling, som dannede grundlag for invitationen af danske medier, som blev yderligere forløst i en lang række pressemeddelelser, der var bærende for selve indsatsen.
Det betød, at historien om Carlsberg og bæredygtighed blev fortalt fra mange forskellige vinkler og hele vejen igennem var stærkt forankret i Carlsbergs brand.
Narrativet, budskaberne og pressematerialet blev også brugt internationalt, ligesom vi tilsvarende bistod Carlsberg med Q&A’s og medietræning.
SOLUTION
For the first part of the PR efforts, we developed – in addition to the narrative – a strategy, press releases and Q&As, while also providing media training to Carlsberg’s leading spokespersons ahead of the press-related efforts.
At the same time, we were responsible for inviting and servicing selected journalists in relation to interviews and following up on media coverage in cooperation with Carlsberg.
The second part of the PR efforts unfolded over January 2019, when the new 6-pack hit the supermarket shelves in Denmark. The challenge was to build on the previous efforts while also breathing new life into the story and its relevancy.
Once again, we developed a PR strategy revolving around the news item that Danes themselves were now able to try the new 6-pack and take part in sparing the environment of 150 tonnes of plastic annually in Denmark alone.
With a view to bolstering our PR efforts in 2019, we produced five short videos featuring Carlsberg’s own employees and partners. We also staged an event on the main pedestrian street in Aarhus, where Danes could try out the new plastic-free 6-pack. The videos were featured on the Danish newspaper BT’s website as well as Facebook and LinkedIn, among other platforms.
Result
PR
The large-scale PR efforts resulted in 120 mentions of Carlsberg in September 2018 as well as a total reader/user/viewer/listener figure of 5,660,000, corresponding to an ad value of DKK 2.5 million according to Mediebureauet IUM/Mediabrands.
The campaign far exceeded Carlsberg’s own target of 50 media mentions, while the second part of the PR efforts resulted in 80 mentions in the Danish media.
In total, it resulted in over 200 media mentions via print, TV, radio and online media, including TV2 Nyhederne, TV Avisen, Aftenshowet, Politiken, Ekstra Bladet, BT, Go’ Morgen P3, VICE, Euroman, Aarhus Stiftstidende and other major Danish news outlets.
GROWTH ON ALL PARAMETERS CONCERNING SUSTAINABILITY AND ENVIRONMENTAL RESPONSIBILITY
According to Carlsberg’s own CSR report from 2018, Carlsberg’s reputation among the general public has improved from 2017-2018, and the PR efforts have had a massive positive impact on Carlsberg’s overarching sustainability strategy, Together Towards Zero.
Interestingly, the report also notes that Carlsberg’s reputation has improved on every parameter concerning sustainability and environmental responsibility, such as:
• Environmentally responsible
• Positive influence on society
• Support good causes
• Brewing for at better today and tomorrow
• Works actively to prevent climate changes & invest in science to solve global issues.
SOCIALE MEDIA
The videos received over 243,000 organic views, and when Carlsberg decided to boost our reportage from Aarhus, 642,869 Danes tuned in.
On LinkedIn alone, two of the videos from the campaign in January 2019 reached over 60,000 viewings solely through the head of marketing Jeppe Boel’s profile. A number of Carlsberg’s other employees also shared the content on LinkedIn and Facebook.
WINNER OF THE CAMPAIGN OF THE YEAR AT KOM19, RAMBUK NENT EFFEKT AWARD & RAMBUK GRANDPRIX 2019
In collaboration with Staerbo Communication, we have been working closely with IUM/Mediabrands, which was in charge of Carlsberg’s media procurement as well as the development of its influencer strategy, headed by Felix Smith and Emilie Lilja as well as a wide range of other micro-influencers.
In May 2019, in collaboration with Carlsberg, Staerbo Communication, IUM/Mediabrands and Yellow Advertising, CommunityContent won the Campaign of the Year award at the KOM19 award show, issued by the Danish Union of Journalists and Kommunikationsforum.
The campaign also earned an additional two prizes, the 2019 Rambuk Grand Prix as well as the 2019 Rambuk Nent Effekt Award, issued by Markedsføring at a large award ceremony in October.
The campaign for Snap Pack was also shortlisted for the 2019 Advertising Effectiveness Award (AEA).
You can view more videos about Carlsberg on Vimeo.