Doom Bar CSR Initiative
Find an intriguing and distinctive approach to bring the brand, its values and legacy to life. Increase the brand awareness of Doom Bar by highlighting the heritage of the company as a Cornish brewery.
Working with NextTECHnow, the Doom Bar client and planning team familiarised themselves with the unique opportunity to work with a start-up which can deliver marketing performance, while supporting important local causes.
In specific, Zenith & NTN proposed the use of Good-Loop’s ‘watch to donate’ format to create cut-through in a competitive market and help drive higher engagement with consumers.
Completed view rate (15s): 81.33%
Completed view rate (15-30s): 86.25%
Amount donated: £25,000
50% of the media spend was donated to Surfers Against Sewage (local community and grassroots movement dedicated to the protection of oceans, beaches and wildlife) in exchange for a consumer watching 50% of the video, not only driving increased engagement but aligning the brand with a Cornish charity to compliment the British heritage of the brand.