In early 2019 we started work with Campari Group driving fame for its portfolio of whiskey and rum brands. Our brief for Wray & Nephew is to build awareness and consideration amongst 20 – 30yo Jamaican-connected urbanites and drive sales while retaining the brand’s cultural relevance and credibility.
We looked at the pillars of Jamaican culture within London and saw that gentrification, high street degradation and government austerity had taken its toll. As a brand that can stand for community, we wanted to look at how we could help. We identified that music is the universal unifier, bringing people together regardless of class or culture.
The Wray & Nephew team hosted ‘Wray Residency’ events over the summer to embed the brand in core communities around London.
This real-world activation was supported with a refined social strategy that saw a number of social channels close and focus brought to Instagram as our primary channel. Optimising different formats across the platform and incredibly targeted paid media we were able to inform, engage and grow our target audience by 44%.