Strongbow puts user-generated-content at the heart of integrated campaign

Stronbow has put user-generated-content at the heart of its latest TV spot, which will feature different dialogue from thirty of its Facebook followers.

Last Word

The ’Last word’ TV spot, which begins on November 1st and runs throughout the entire month, will feature a different edit of the ad airing on TV, Facebook and YouTube everyday.

The campaign follows the brand’s ’Tall Order’ Facebook campaign in January, where fans were asked to re-write one line in the brand’s action-movie themed advert ’Tall Order’, with the best submissions being filmed.

Lucy Henderson, brand manager at Strongbow, says the aim of the campaign was to get fans involved in the creative element of the TV spot and drive engagement with its ’Hard Graft’ message.

“With over 140,000 Facebook fans, we were overwhelmed with the amount of great one-liners we received. By using their lines as part of the campaign we have managed to produce a truly new and integrated campaign for Strongbow which lands the ’Hard Graft’ message and really connects with the audience.”

Strongbow worked with creative agencies Lean Mean Fighting Machine and St Luke’s.

Press ads will run alongside the campaign, and the brand is planning an outdoor push later this year across the UK.

Click through to Pitch to see some of the latest alcohol campaigns from adland

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