Our campaign for Chang Beer smashed targets and got people talking. We’ll drink to that.

Chang Beer’s ultimate goal was to be seen as the beer of choice to be paired with Thai food in the UK. So, we teamed up with them for the UK activation of Sensory Trails in London. The multisensory foodie event featured eight of London’s top Thai restaurants serving signature dishes, created to be perfectly paired with a bottle of Chang. It was the perfect opportunity to showcase the deliciously vibrant Thai culinary scene to the world, with the help of press and influencers.

Crucially, we needed to increase awareness and engagement with the event, and we did this through three clearly defined stages. In the run up, we created a real buzz on social media — excitement and anticipation were key to the success of the campaign. During the event, we drove brand affinity through the presence of prominent media and influencers. And lastly, following the event, we used our coverage to boost further engagement. Throughout, we increased the conversation on Chang’s social channels to align with each phase, before slowly moving the focus towards their next event.

The results speak for themselves: our social media campaign delivered over 1.5 million impacts. And the overall organic activity massively surpassed targets — achieving nearly 234k impacts, which was over 170k more than originally projected. What’s more, 17 pieces of London and national coverage also generated a reach of nearly 20 million. Worth cracking open a Chang to celebrate, right?