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All Bar One: The Munch Brunch

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Spring 2016 and our consumer PR and social media teams were briefed to devise an integrated communications strategy that would convey all five of All Bar One’s key messages – health, all day food and drink, sharing, customisation and coffee.

Determined to find one campaign that would cover each of these key pillars, and strike a chord with our millennial market, we called a wine-after-work summit to help our team work their wonders. And so they did.

Brunch, we quickly identified, was the one theme that tied all of All Bar One’s key messages together. Entirely customisable, with healthy options, great for sharing, enjoyed with coffee and available from opening until 1pm, it is also the most millennial friendly meal, as demonstrated by the 167,000 #brunching and 6,000 #brunchie posts on Instagram. Google also showed a huge surge in people searching for ‘brunch’ related terms from 2014, and this soared from 2015 into 2016.

On target and on trend, #brunching was born. No corporate hashtag – we simply talked to our consumers by tapping into conversations they were already having, on the channels they were using.

Aiming to make #brunching synonymous with the All Bar One name, we ran a hybrid of traffic and engagement driving activity on social, launching our campaign with a competition to win the then millennial must-have, a Mulberry Kite handbag. Run across all of our owned-media channels – Facebook, Twitter, Instagram, website and email, entrants had to share their #brunchie for the chance to bag the bag, as it were. Hundreds got munching and sharing (in fact the #brunchie email quickly became the most successful in the brand’s history) with the overwhelming majority of entrants not snapping just any old brunch, but an All Bar One offering. Perfection.

Our cost-per-engagement on Instagram came in at an all-time low for the brand of £0.06, with 2,272 people engaging with our post against a spend of just £175.

Our brunching carousel on Facebook also delivered way above target; against a spend of £100, we delivered a reach of nearly 20,000 and a cost-per-click of £0.27 against an industry average of £0.40.

Recognising that earned media would be vital if we were to make All Bar One synonymous with brunch for the millennial market, we secured 30 strong and highly relevant blogger reviews. We also used the latest influencer marketing platform to recruit authentic Instagrammers to come #brunching with us. Fifteen aspirational Instagrammers, with a combined following of over 200,000, shared their #brunchies, producing not only some of the highest organic engagement levels we have ever seen on any campaign (up to 9%), but some of the most inspirational images the client has ever owned too, at a fraction of the cost of a professional shoot.

Earned media activity also saw us launch a petition for official emoji developers, Unicode, to create a brunch emoji. The holy grail of millennial media, Marie Claire, couldn’t have loved the campaign more, covering it online twice and sharing it on social too – adding a further two million to our earned media reach. In their words, ‘your prayers may soon be answered by the emoji gods – and All Bar One.’

By the end of the campaign, sales of brunch at All Bar One had increased by 28%. Naturally, we celebrated with Mimosas all round.