Stella Artois was losing younger drinkers to craft beer, Guinness and new upstart lagers. To make Gen Z fall in love with Stella again we needed to remind them why people have loved Stella since 1366.
Of course the best way to reach them was through social, so off the back of a hugely succesful social activation for our Wimbledon partnership we created an always on model to provide Stella with the same energy and frequency on social media throughout the rest of the year.
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Since I headed up the Wimbledon newsroom I was tasked with leading the always on workstream. Everything from developing the social strategy and social playbook to overseeing and directing all the creative work to getting stuck in myself, directing shoots, art directing and writing copy, it was a huge undertaking moving at incredible speed.
I oversaw a 20+ creative, strategy, social, production, media and influencer team, leading them on a day to day basis.
Creating campaign driven work such as educating people about the importance of foam to reacting to trends, cultural events and UGC to creating and giving away merch to the big calendar events like Christmas.
Highlights include working with Nick Grimshaw for christmas, creating some viral skits with Todd Hollow and being one of the first alcohol brands on TikTok.
After the first 10 months we’ve seen a considerable uptick in positive sentiment, engagement and reach amongst LDA - 34 drinkers and directly impacted the brand power of Stella Artois getting it out of decline.
My Role: Social Creative Director
Agency: draftLine
