The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Influencer Marketing / Single Channel
Annual ID
OS23_SM009G
About the Work
Background:
Poker, the beer of friends since 1929, had to reach more consumers than ever (men and women ages 18–24). That's why the brand decided to create an innovation, Poker Pure Malt, whose selling line was "for moments of pure friendship", giving this innovation a role in friends' consumption moments. The challenge was to come up with an idea that would have a large media impact in terms of reach and positioning while remaining on a tight budget.
Solution and Execution:
The most effective product launches in the world have something in common, the endorsement of great celebrities, but for a local brand like Poker, being next to them is impossible, due to budget. So, as the beer of friends, we created a new influencer marketing strategy; "Influencers’ Friends," in which, instead of recruiting the big and famous influencers, we recruited their best friends.
We enlisted the best friends of the country's most famous celebrities; they are not famous, but they are always with them, regardless of their fame; so, we signed up Andrés Lopez, Jbalvin's BFF, Daiky Gamboa, Karol G's BFF, Ivan Ceballos, Juan Fernando Quintero's BFF, and more to become the new Poker Gang, achieving great results thanks to the content they made alongside their best and most famous friends. Finally, Poker was next to the biggest celebrities and achieved unprecedented reach by reinventing the use of influencers on social media.
Results:
+USD10 million saved in celebrity endorsements.
Reach: +560 million people were reached on social media.
Social media interactions: +1200% increase in social media interactions.
Volume uplift: +7.4% volume uplift vs. last year, which represents an uplift of +452.000 hectoliters.
Differentiation attribute: +11.6 p.p on the differentiation attribute, which means that for our consumers, we are a brand that leads the way in the category.
Poker, the beer of friends since 1929, had to reach more consumers than ever (men and women ages 18–24). That's why the brand decided to create an innovation, Poker Pure Malt, whose selling line was "for moments of pure friendship", giving this innovation a role in friends' consumption moments. The challenge was to come up with an idea that would have a large media impact in terms of reach and positioning while remaining on a tight budget.
Solution and Execution:
The most effective product launches in the world have something in common, the endorsement of great celebrities, but for a local brand like Poker, being next to them is impossible, due to budget. So, as the beer of friends, we created a new influencer marketing strategy; "Influencers’ Friends," in which, instead of recruiting the big and famous influencers, we recruited their best friends.
We enlisted the best friends of the country's most famous celebrities; they are not famous, but they are always with them, regardless of their fame; so, we signed up Andrés Lopez, Jbalvin's BFF, Daiky Gamboa, Karol G's BFF, Ivan Ceballos, Juan Fernando Quintero's BFF, and more to become the new Poker Gang, achieving great results thanks to the content they made alongside their best and most famous friends. Finally, Poker was next to the biggest celebrities and achieved unprecedented reach by reinventing the use of influencers on social media.
Results:
+USD10 million saved in celebrity endorsements.
Reach: +560 million people were reached on social media.
Social media interactions: +1200% increase in social media interactions.
Volume uplift: +7.4% volume uplift vs. last year, which represents an uplift of +452.000 hectoliters.
Differentiation attribute: +11.6 p.p on the differentiation attribute, which means that for our consumers, we are a brand that leads the way in the category.
2023 Awards
Total Points: 45
Gold Pencil
Credits
Agency
DDB WORLDWIDE COLOMBIA SAS / Bogotá
PR / Marketing Agency
Alina Velez Comunicaciones / Bogotá
Client / Brand
AB inBev / Bogotá
Production Company
Dragon Fly producciones / Bogotá
Los Notarios / Bogotá
Art Director
Anderson Alvarez
Copywriter
Laura Ballesteros
Animator
Cristian Caballero
Creative Director
Camilo Monsalve Maya
David Gomez Diez
Director
Alina Velez
Gina Medina
Executive Producer
Cesar Amado
Stephanie Bonilla
Photographer
Daniel Bedoya
Willy Vela
Sound Designer
Jairo Paz
Juan Guillermo López
Account Executive
María Alejandra Gomez Gallego
Chief Executive Officer
Xavier Serrano
Brand Director
Mariana Cardenas
Brand manager
Eric Bernard
Creative VP
Gustavo Victorino
Juan Carlos Chaves
General Director
Dario Lozano
General Producer
Juan Pablo Bernal
Head of Planning
Carlos Correa
Managing director
Javier Ducuara
Managing Director & EVP
Adriana Taborda
Marketing VP
Alvaro de Luna
PR & Influencers Lead
Laura Garzon
PR Executive
César Rivera
President & CCO
John Raúl Forero
Project Manager Lead
Daniel Perez
Vice President Beyond Core
Angelica Alvarado
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