Liefmans
Ambassador Program
Brief
Liefmans is an apero ‘kriekbier’ brand, brewed by Duvel Moortgat. Storyboard was tasked to develop an ambassador program that catered to building memory structures around key consumption moments for Liefmans. The overarching goal is to inspire consumption in the heart of the target audience, through an always on ambassador program, consisting of cultural voices that they can relate to.
Approach
That Liefmans Moment
The ambassador program builds memory structures around moments that everyone in the audience can relate to. Moments where you feel refreshed, happy and fully alive during summertime. The category entry points we focus on are apero, active lifestyle and summer nights.
We engaged a squad of 6 Liefmans ambassadors and built a strategic program consisting of key campaign moments, als well as organic postings. Together with our ambassadors we visited the brewery in Belgium, where they got to know everything there is about Liefmans, we visited events such as Healthy fest and even threw our very own Liefmans Rooftop party with an ice bath. We also enabled ambassadors to ignite their fanbases through cool give-aways like SUP-boards and beach-chairs.
Results
The 6 ambassadors generated over 125+ social postings, resulting into 4000 social engagements and 2 Million consumers reached, all resulting in a massive volume uplift for Liefmans.
