Inch's - Go The Extra Inch

OBJECTIVES

Inch’s Cider is a British cider that’s perfectly crisp because they go the extra Inch in all they do.

And this summer we needed to drive awareness of Inch’s Cider, the drink’s great taste (especially with lemon) and their green credentials.

STRATEGY

We would build on the success of their current platform of ‘Going the Extra Inch’ and bring it to the target audience of 18-34 year old alcohol drinkers, city folks.

They’re professionals who are looking for a delicious cider to enjoy after work or with friends looking to have fun with a great tasting drink.

Inch’s fresh & fun summer aesthetic could be perfectly poured into the platform where our audience spent the most time with their friends: Instagram.

The four passion points for the summer that we’d inject into our content were identified as: Food, Nature, Sustainability and Spoken Word.

And diverse content creators from within these passion point communities would be our partners in stirring up the good vibes.

EXECUTION

We worked with ten UK creators to craft energetic, fun, feel good and summer themed content.

They embraced the creative idea and showed how they went the EXTRA INCH in their passions and for their friends and even strangers. From surprise picnics, seducing friends out the house with an Inch’s Cider and gifting it as an act of kindness, the good times rolled across screens over June and July.

Like @sarabrowndesign who made a summer dress for her friend. Or @chloe_carterr and @danwhitlam who wrote custom spoken-word verses about the treasure of summer days spent with friends.

And photographer/ home stylist, @sailorandscout who renovated her secret rooftop garden to surprise her friends with a party and captured their reactions.

To punctuate Inch’s sustainability and partnership with MOB Kitchen, we hosted a unique experience: ‘The Local’ - a pop up pub where all ingredients were sourced within a 40 mile radius.

Four of our original creators and four new foodie creators attended the launch and drove traffic online and through the doors.

All content conveyed the perfect essence of summer, true to the creator.

- Poetry and spoken word videos enchanted viewers who resonated with the celebration and camaraderie of summer drinks with friends.

- Product-centric content evoked active feelings to try the drink as revealed in the comments and ‘intent to try’.

- Photo carousels popping with bright, colourful and fun elements improved reach, impressions and lively reactions.

RESULTS & REACTIONS

Our fantastic results were a result of a well-executed strategy and perfect match of the right creators and content style.

**Highest value growth of any cider in UK (source: Nielsen/ CGA YTD data July 2023)**

457K Reach - Almost half a million people saw the content.
16.9K Engagements.

And to fully understand the effectiveness of our content we used eye-tracking and emotion measurement in a Brand Lift Study which found:

+24 points (NPS) OPINION increase after exposure to the campaign.
73% of respondents expressed an ‘INTENT to try’ after seeing the content. +0.3pts lift in Purchase Intent.
73% higher Ad Recall (8.8pts vs 5.1pts FMCG average).
+20.5% PERCEPTION. Respondents were more likely to agree that Inch’s Cider is "is a great tasting cider” +16.6% “cares about the environment” +13.6% “is a refreshing drink”

Paid amplification of our content across social media also returned:

39M Impressions.
8.8M Engagements.
6.5M unique users Reached.
DOUBLE the ‘stoppability’ on Instagram!