Captain Jack.
During the pandemic, we organized online house parties for 5,000,000 fans of the Captain Jack brand.
the challenge.
The party nature of the Captain Jack brand (Kompania Piwowarska company) has been embedded in its DNA from the very beginning. In 2020, COVID-19 changed the existing advertising market. Companies' marketing strategies had to adapt as quickly as possible to the prevailing situation. The pandemic suddenly and completely transformed business activity models.
The focus of brand activity thus shifted to the online world.
the solution.
It took us only three weeks to develop and implement a new concept of activities that suited both the conditions in the country and our consumer group. We organized the largest house party on the web, the Captain Jack online parties.
This was the first action of its kind during the pandemic conducted completely remotely. “ONLINE-owk@” was a series of weekly party meetings with influencers during the social distancing period. For 2 months we organized live parties on Facebook, involving 7 exceptional stars of the Polish music and Internet scene.
We ran the campaign's communication through Facebook, Instagram, Snapchat and Tik Tok and prepared nearly 100 graphic creations.
The focus of brand activity thus shifted to the online world.
5 mln.
unique users from the Captain Jack target audience
16,6
times longer average live view time against the assumed KPI
100%
increase in average daily reach (compared to the same period)
140%
KPI for those interested in the event
the summary.
The COVID-19 pandemic quickly changed the communication reality of brands. During this time, difficult for the entire industry, the campaign we prepared not only helped maintain brand awareness, but also increased organic fan growth and engagement on Captain Jack profiles. During the campaign, we also recorded a record number of brand mentions online (up 818%).
other realizations.
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