Our task: We were invited to pitch our creative ideas to One Year No Beer (OYNB) after we were kindly recommended for our PR services to the brand. We were then chosen to handle the PR account for the alcohol-free (AF) community hub, focusing on maximising the festive season.
OYNB is a fast growth tech business that is essentially an online toolkit to “help survive modern society alcohol-free”. It had already secured over 50,000 members worldwide - our task was to further raise awareness.
Our strategy: We created an in-depth report examining the various lifestyle benefits of going AF using experts at the top of their game which integrated the results of a bespoke survey with headline grabbing statistics. We paired this with a bank of interesting case studies from the community of people who were AF thanks to OYNB.
Our tactics: Using the survey results, we crafted various different press releases targeted to different media to maximise our chances of coverage. The stories we created covered Christmas, New Year, so-called ‘Shameovers’, The Rise of Sober Dating, and the impact on mental health and sleep.
Results: The campaign reached over 38 million people within 63 pieces of media coverage, achieving a result that was 215% better than the expected coverage KPI. Highlights included coverage in the Mirror online and in print, Top Sante, Daily Express, Manchester Evening News, The Scotsman and Pick Me Up!