The #1 social brand uses Pulsar: congratulations Irn-Bru!

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Congratulations to our friends and Cello colleagues Blonde whose work on Irn Bru has seen the brand ranked #1 Social Brand in the UK.

Blonde has run Irn Bru’s social media account for 3 years now and have been their digital agency for 7 years – all their hard work has paid off, well done!

Headstream’s Social Brand Index analyses the social media accounts of the UK’s biggest FMCG brands, scoring their performance over 3 dimensions: a brand’s social engagement, its reputation, and customer service. The Index serves as a leading benchmark of performance for online social spaces.

Irn Bru

Image courtesy of Keen and Able Brandmakers.

2014 was a big year for Irn Bru as they set out to make the most of Scotland’s “Year of Sport” as the official sponsor for the Commonwealth Games. This is where Blonde stepped in. The digital agency were asked to maximise the #BornToSupport campaign during Glasgow 2014 through the use of Instagram, Twitter and Facebook. Read the full case study here.

Blonde build relationships with key athletes and asked them to tweet quotes from the Irn-Bru advert before it launched, ending the tweet with #BornToSupport.  This resulted in a buzz around the hashtag before the advert went live, generating anticipation and ad views. Blonde continued this strategy throughout the Games, tweeting relevant content in real-time alongside athletes’ performances.

But why are we blogging about this? Because Blonde have long used Pulsar as their tool to maximise Irn Bru’s digital campaigns.

Jamie McAdam, the social planning mastermind for Irn-Bru, says:

“Pulsar plays an integral role in our social campaigns. We are able to use it to form important planning research upfront, monitor and track conversations during campaigns and then look back and evaluate campaigns once they are complete. Pulsar helps our social planning framework throughout the cycle of a campaign period and we have found it to be a very important tool”

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For Irn-Bru’s previous ‘Fanny’ campaign, Blonde used Pulsar’s audience mapping capabilities to identify the right person on Twitter to seed Irn Bru’s advert with before it went live on TV. As a result, the advert gained nearly 700,000 views before it even hit TV screens. Read the full case study here.

Fancy a shot at being #1 social brand in 2015? Learn what Pulsar can do for you with a demo. CLICK HERE and our team will be in touch right away.

Author

Ed Hawes