 Social strategy, social mediaDrinkaware’s brief was tough – how can we influence the drinking behaviours of 18-24 year olds? Using our understanding of their connections, our solution focused on social pressure, using a Facebook strategy to get people to identify which of their mates were irresponsible drinkers by assigning them a persona (for example “loose cannon”), then messaging them before and after drinking. Kinship really helped us achieve our goal of building an ongoing dialogue with our 18-24 year old audience on Facebook. We were very impressed with their support and ideas. Matthew Bateman - Website Editor, Drinakware |
