Engage more than 20 markets across the EMEA region with different cultures, traditions, market conditions and media behavior with one campaign. And provide the consumers with the opportunity to engage with the brand by establishing an environment that provides inspiration and learning as well as promotes Webers range of products.
To create a brand universe that could launch the first collaborate EMEA campaign and provide Weber with a content platform that would be able to grow and expand as more cultures are added. Furthermore the initiative would need to be promoted with limited media budgets.
To create a genuinely deep engagement with the audience we wanted to leverage the one thing that they all could relate to: their love for BBQ'ing. In order to provide a fertile environment where grillers around the region could be inspired to expand their grilling repetoire we build a digital content platform combining storytelling with the more functional aspects of the digital world.
In this immersive digital experience, we invite our grillers on a journey through bbq cultures across the word; to discover, to learn, to be inspired. Through cinematic and interactive content, using film, interactivity, animations, splitscreens and cinemagraphs, we join BBQ's we might never have had the chance to experience. We learn everything from how to choose the right piece of meat, to the important of timing, keeping your knives razor sharp and smoking a Norwegian salmon. The multitude of BBQ content makes this a rich and delicious journey. Every piece of content whether interactive tools, tutorial videos or inspirational recipes, had to be useful and sharable, with each deep dive having a specific mission to entertain, educate and showcase Webers grills and accessories.
With the BBQ Cultures initiative Weber have launched an inspirational content platform where the combination of cinematic storytelling and more functional attributes provides an environment that will grow as more content and functionality is added over the coming period. In order to ensure that every market had equal opportunity to access the content and tools a mobile version of the site was developed with performance and content specifically tailored for that medium.
CONTENT & AUDIENCE
In order to promote the project special pieces of content promoting the project were edited and communicated on everything form traditional mass media such as TV, outdoor and print to platforms such as Instagram, Pinterest, Facebook and Twitter. Furthermore an ambassador seeding program was developed with BeOn to ensure that selected trailers were present in all of the right environments. Making the project known across different editorial environments ranging from outdoor to gastronomy.
End of 2015 and more than 750.000 people have accessed the platform. People are engaging with the content platform for more than 5 minutes on average and 32% of visitors choose to return to the platform. There is a bounce rate below 10% and the byte sized film content shared on Webers own social media platforms have amassed more than 3.000.000 million organic views.