Camp
White Claw
Brief
Following White Claw’s success in the US market, the brand wanted to solidify its market leader position in the Netherlands. White Claw wanted to strengthen mental availability and above all: Add local cultural relevance to the brand.
With a tsunami of hard seltzer competitors entering the market, White Claw faces an all-decisive year for the category in the Netherlands. Storyboard was tasked to build a campaign that helped White Claw solidify their position.
Approach
Working from White Claw’s brand essence, we introduced an idea that embodies pure, uncompromised living as much as it catered to the incredible hunger for togetherness people felt after Covid entered their lives.
‘Camp White Claw’ became our vehicle for the summer we reclaimed our lives. A camp site that embodies everything the White Claw brand is about.
To determine our camp guests, we leveraged SIA (Scientific Influencer Analysis), Storyboard’s new digital tool that makes influencer selection objective by predicting campaign results. SIA helped us select the 15 perfect influencers to realize our goals.
The only thing left to do was to show them an amazing time over the course of the Camp White Claw weekender. And we’re pretty confident in saying we did just that.
Results
The subtle briefing process that didn’t force the brand upon the influencers resulted in an unusually large amount of posts. With an average of 10 posts per influencer, we exceeded all KPI’s and reached millions of Dutch consumers in the heart of our target audience. And above all, White Claw strengthened its market leader position in the Netherlands, despite the overcrowded market.
