1. Proprietary + Confidential
“We’re not just speaking to our fans with our campaign - we’re
looking to reach new audiences or those who may have forgotten
about us. We were thrilled to see so many people who, after seeing
our ad, chose to learn more about us.”
- Thomas Oh, SVP Marketing
Big Red, established in Texas in 1937, is America’s original and
best-selling red soda. Big Red is known for its loyal consumer
following that loves the sweet, smooth, and indescribable flavor. Big
Red has also emerged as a consumer favorite when eating bold
flavors, salty snacks, and BBQ.
Who
Motivate purchase intent with new drinkers and position Big Red as
the ultimate complement to bold flavors and BBQ via the “100 Days of
BBQ” retail promotion and a “Pit Tips with Big Ed” digital campaign.
Goal
Big Red partnered with Google to create a customized YouTube ads
strategy that would reach the brand’s target consumer through
demographic and behavioral targeting. Big Red developed six :15 second
comedic, snackable, and shareable vignettes positioning Big Red as the
ultimate BBQ complement.
+581%Lift in Searches for the Brand
Results
Product sales are up +3%* with
86,000+ summer contest entries to date
Approach
*August 2016 YTD vs. previous year

2. Proprietary + Confidential
+581%Lift in Searches for the Brand
Results
Product sales are up +3% YoY* with
86,000+ summer contest entries to date
“It was important to find a partner who could help ensure we had the
correct strategy. Had we done this ourselves and put it out on YouTube it
wouldn’t have had the same bang for buck. The consulting and guidance
of the Google team has been critical.”
- Thomas Oh, SVP Marketing
*August 2016 YTD vs. previous year