Boost drinkers love the brand, and why wouldn't they? It's good value, tastes great and does exactly what you need it to. However, not all customers see low-cost as a positive, which meant that growing the brand beyond loyalists was a tall order. As a socially led, specialist agency, we know that social media has the power to transform perceptions, so we took on the task of taking Boost from "cheap blue can" to the everyday lift we all need. To make the brand more relevant for drinkers, we first had to deepen our understanding of them. We boosted the insights-finding process, combining audience panels, GWI data, social performance, follower data and social listening to develop a 2023 social strategy with the objective of increasing positive perceptions for future growth.
We started where all the best insights can be found - good conversation. Panels and bespoke surveys were organised with drinkers across energy, hydration and iced coffee categories. We wanted to understand their buying habits, drinking reasons and moments, and after linking the data, a large, high-growth audience segment emerged; thrifty and outgoing shoppers.
We called them "Social Savers".
Using GWI, we modelled our Social Saver audience against an additional 40,000 data points to find out more about their interests, digital usage, and lifestyle. Their number one priority was to make the most out of every day. They want to cram it all in; work, socialising, kids, exercise, and everything else. They optimise life; they're the people who eat breakfast on the tube so they can sleep in for longer... For them, energy and hydration isn't just about the functional feeling of being more "alert". It's about not missing out on life, and saying yes more often...
Our task was clear, we needed to help Social Saver's to "say yes" more often.
To understand more about their behaviours and challenges we created a data-backed, day-in-the-life map of our audience. This insights goldmine allowed us to get to the crux of the moments where Boost could help them to say "yes".
Next, we needed to find out how they used social. GWI helped us to further understand the Social Savers' mindset and there were a couple of insights that stood out above the rest. They were scrolling Instagram, Facebook and TikTok for "distraction" and "discovery", in equal quantities. They were interested in using social to hack the things they had to do, to make more time for the things they wanted to do. This gave us some core pillars for social content: Distraction, Discovery, and Hacking.
So, Boost's socials would be a place to say yes more often, by connecting Social Savers to their interests and showing them how to get more out of life. We just needed to nail what those interests were to make sure the value offering was watertight. We looked at Demographic Pro data and solidified the interests we could create content around: football, fashion, fitness, gaming and music rose above the rest.
We had a focus on audience interests, but where did Boost fit in to all this? It needed to feel authentic to the brand. So we undertook category research to find out how competitors engaged with these very same topics. Red Bull owned elite football teams, Lucozade sponsored world champion athletes, and Relentless worked with chart topping music stars. How could we compete with that?!
Well, category research is about finding cut-through opportunities, and our opportunity was to be the most relatable. The everyday person can't relate to music stars or overpaid footballers, and that was our power. We framed everything through the audience. Football content would focus on "Football Fandom", because fans need reminders of why football is worth the heartache. Fitness content would become "Fitness Motivation", because one missed session can spiral into months of neglect. And fashion content was centred around "Fashion Confidence", because people feel good when they look good!
Our influencer campaign with Tom Skinner of The Apprentice fame saw Social Savers speaking up through a social Q&A, crowdsourcing community tasks that Tom had to say yes to ("no" wasn't an option). His tasks included stealing a cab, breaking into an office to hand out Boost Iced Mocha and going down Britain's tallest slide, despite his crippling fear of heights. The content encouraged Social Savers to say yes more often with Boost, and generated 16.1m impressions and 39k engagements.
Round two of Tom Skinner’s Yes Days saw Tom reversing the proposal and challenging members of the public to say “yes” themselves, culminating in another Tom-at-a-height activation which saw him take on Europe’s biggest swing with two fans sourced through a social competition. He should have never let on he was scared of heights!
The same audience strategy has seen us work with Leeds United to hear from real football fans and find out their favourite Leeds moments of all time as part of Social Savers love of football. The partnership has generated 1,025,306 video views and 262,686 engagements to date.
From an always-on, organic social perspective, our pillars have generated content like a collaboration with vintage footy shirt shop Bread and Butter, breaking into Wimbledon to get Boost on TV, terrorising the public with The Grinch, launching the Boost Fantasy Premier League competition, celebrating social media holidays like #InternationalGolfDay (turning the office into a gold course) and calling out gaming releases with an office-based retro gaming day.
Plus, we’ve activated a range of new product launches by joining running clubs to promote Limited Edition Boost Sport, setting up pop-up coffee shops to celebrate the Boost Iced Coffee Range and creating an AI lion to launch Boost Juic’d Blood Orange.
Our audience, role-of-social and content pillars were set within our digital framework, next, we needed to plan the details. A combination of paid, partnership, influencer and organic content would be used: earned channels to bring new Social Savers into Boost's world, and owned channels to nurture and grow the community. Our strategic principles would last the year and bleed into all product launches, social brand campaigns as well as day-to-day content, so we needed a framework that gave us consistency.
We had to stand by our decision to become the most relevant brand in the category, and that meant we had to be creator-led. The tree's creative and social teams rallied to get out on the streets, find the story and deliver the content Social Savers wanted to see. This shift worked brilliantly for portrait-style, phone-shot video, giving us the best chance of working within the TikTok-inspired algorithms that all platforms are continuing to adopt.
All in all, our data and social strategy approach is still working to evolve Boost. Most importantly, we measured brand sentiment score using our social listening tool, Meltwater, to get a read on whether we changed perceptions as we set out to. Year-on-year, positive mentions have increased by 14%. Through social media, the brand now helps to lift people when they need it, connect more deeply with the things they love, and say "yes" a little more often.