In the UAE, there are restrictions on alcohol communication. So Tiger Beer couldn’t advertise itself on TV, radio, newspapers, magazines, billboard and other outdoor sites. But we can talk to our consumers in pubs, retail outlets and online.
In addition, branded content and entertainment is still a new concept in the region and most campaigns are still about sticking a logo onto a film or documentary, with no real purpose. But we did something different. We created original, organic content that our target consumers liked, shared and craved. And most importantly, it brought a fragmented community together and created an ever-growing society of loyal consumers for Tiger Beer in the UAE.
Results
Challenge and Objectives
To increase brand awareness, grow sales and build brand loyalty, whilst keeping Tiger’s true identity — the official beer of the alternative culture community.
In market:
• To increase awareness of Tiger to over 35% of target consumers.
• Brand health score 6 vs. 5.5.
• Grow by 10% in volume, double the market leader.
Social metrics:
• Reach an engagement rate of 1.6% month on month
(0.97% is average engagement level for Facebook).
• Total reach of 20% by focussing on creators and the conversation starters.
Strategy
Dubai’s alternative culture was underground and fragmented so we saw an opportunity to bring this community together and build a loyal customer base at the same time.
Idea and Execution
Tiger Co-Lab.
The first ever platform for alternative culture in the UAE.
An ever-growing community of loyal Tiger drinkers.
Through social listening, we found local creators and curators with the highest social media following. Then, together, we launched Tiger Co-Lab.
Our first collaboration? Project Satwa. An old neighbourhood overshadowed by the new Dubai, Satwa is a melting pot of cultures and with Tiger Co-Lab, we captured and preserved its story.
Our team trawled the streets for a month, developing artistic branded content.
We kept our fans engaged with pictures, posts and webisodes on the Tiger Co-Lab Facebook page and other social media channels.
The ‘designer furniture’ and graffiti arts became permanent fixtures in Satwa. We also released the Sound of Satwa, an original music track inspired by the neighbourhood and a street-style fashion collection.
To showcase the Project Satwa documentary and creations we took our online community offline. We invited them to an exclusive social event and put Tiger into their hands.
Tiger Co-Lab successfully brought a community together and created a loyal fan base for Tiger Beer in the UAE.
Tiger didn’t have the street cred, but the 10 brand ambassadors who were chosen did. These Tiger Co-Lab brand ambassadors were the cream of the crop. This group of photographers, illustrators, graffiti artists and musicians already had a massive online fan base who eagerly watched and listened to these influencers, waiting for their next tweet, blog update and Facebook post.
• Brand awareness increased by 39%.
• Brand engagement rose 51%.
• Sales climbed by an impressive 25%.
• Tiger Co-Lab and Project Satwa were featured in MTV Arabia and MTV India, liked and shared more than 50,000 times on Facebook, tweeted by more than 15,000 followers and covered in local art blogs and magazines such as Infusion, Quint, tabloid! and Read Weekly by Gulf News, Styledrifter, Societe Perrier and more.
• Art showcases became a monthly norm and those looking for more art, inspiration and alternative parties sought out Tiger CO-LAB for answers.
• But most importantly, Tiger Co-Lab successfully brought a community together and created an ever-growing loyal fan base for Tiger Beer in the UAE.