WKD and TOWIE

Challenge

The challenge was to find a property, which embodies the values of WKD and speaks to their target audience on a regular basis. When it comes to reaching the illusive 18-30 market, TOWIE was the perfect partner.

Insight

TOWIE and WKD are a match made in sponsorship heaven; both stand for humour, warmth, and the importance of friends and relationships; neither take themselves too seriously and both have a loyal following.

Idea

Using the broadcast sponsorship as the heart of the deal, it was key to ensure that the four sponsored series were accompanied by an idea, which engaged with the audience. The idents featured the WKD bottles as TOWIE-type characters acting in situations typical to the show. The broadcast provided great reach to the target audience on air, and this helped fuel the strategy which would engage them in their real lives. The campaign was fully integrated with social media so that WKD could communicate with the millions of TOWIE followers on Facebook and Twitter.

Implementation

Activation included an extensive licensing deal, which would enable WKD to communicate their association with TOWIE on many platforms; fully integrating the partnership. This stemmed the idea for ‘TOWIE on Tour’ where WKD could take TOWIE stars into its most high profile bars across the land. Public appearances were a key part of this and helped make WKD stand out from the crowd. Cast were present for every step of the tour and engaged with fans all over the country . Exclusive TOWIE cocktails were created, as well as on-pack promotions and competitions for winners to meet the cast on set in Ibiza and Marbella. TOWIE gave WKD the platform they needed to communicate with their own fans.

Results

The TOWIE brand had a spectacular halo effect on the WKD brand, and provided it with vital social currency and dialogue. Engagement was high, with over 14,000 entries to the Only Way is Marbs competition run through social media as well as a click through rate almost triple the average.  

Our research suggests that WKD’s strong link with TOWIE was further reinforced with high sponsorship cut-through and strong spontaneous recall. The creative fit with TOWIE content, portraying feelings of fun, which was also reflected in strong brand image scores of WKD as a ‘brand with a sense of humour’. The additional campaign activity of the on-pack competition was well received in terms of appropriateness and appeal. Brand metrics have further increased over time with the campaign having a strong positive impact on brand perceptions and consumer behaviour.

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    Entries to the Only Way is Marbs competition

We were really delighted to work alongside ITV to bring the WKD TOWIE partnership to life. It was important to find a brand that connected with our target audience and we felt that TOWIE was perfect for this. We brought this relationship to life through our creative idents that captured the fun and playful nature of the show. Taking this partnership beyond our broadcast idents is what really brought the relationship to life, from TOWIE On Tour to on-pack promotions, the WKD brand was able to go multiplatform and drive conversations socially making it a huge success for us.

Alison Gray , Brand Marketing Controller - SHS Drinks