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UKAEG case study: Brand Culture

/ March 23rd 2020
Export Month Exports and International Trade

Business: Brand Culture

Client: Energizer & Booking.com

Campaign: Longer Lasting Holidays 

Having delivered three successful multi-market promotional campaigns for Energizer, London-based creative agency Brand Culture were tasked with their most challenging brief to date: to encourage extra trade excitement and buy-in around the most significant business change in Energizer’s history – a global brand refresh. Key to securing increased visibility instore was providing an important hook for trade in the form of a high-perceived-value guaranteed gift with purchase. Knitting these two objectives together and activating the promotion in over 30 markets across EMEA & APAC was a tall order!

Solution

The multi-award-winning agency needed to pinpoint and secure a GWP offer that would appeal across languages and cultures, was legally-sound/logistically possible (no mean feat!) and most importantly carried an extra layer of magic that would sit naturally alongside Energizer’s rebrand. Having identified travel as indexing highly with Energizer’s consumers, BC negotiated a partnership with Booking.com, who were perfectly placed to deliver a fantastic offer that could be tailored by market. As with all Brand Culture’s international campaigns, they led and managed the development of all workstreams including: partner negotiation, strategy, concept, legals facilitation, POS/toolkit creative, trade/market sell-in documents, redemption website design and build x 42 versions, briefing/negotiating/managing all third-parties including legal resource (audit/terms/registration) and overseeing all artwork approvals

Outcome

The campaign proved to be Energizer’s most successful to date. The brand refresh launched with a bang across 33 markets. Target-smashing results included the highest market-uptake ever, unprecedented YOY sales growth, greater levels of visibility across all key retailers (equating to an incredible 14 billion impressions!) and over 100k consumers claimed a Booking.com voucher from Energizer (45% of those who went on to book were new customers to Booking.com – a jaw-dropping figure particularly in more developed markets).

All in all both Energizer and Booking.com were blown away by the success of this campaign.

This case study is featured in our UK Advertising Exports Report, which you can download here.

 

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