Weber, one of the world’s largest manufacturers of barbecue grills, wanted to challenge traditional brand activations in TV shows and commercial campaigns to increase their sales during high season and engage their target group to interact more with their brand. But how can you communicate a brand’s vision by emotions and inspiration to the future generation of grillers? And how do you distribute branded content on multiple platforms in a credible fashion for an audience that’s not Always so digitally savy?
We created the TV show “Vad grillar du på?”, neatly wrapped up in a modern and eco-friendly ”farm to table” way with hunting, fishing, and of course cooking – on a grill. Jompen & Pierre, the duo behind Sweden’s largest hunting channel on YouTube, where chosen as hosts and brought their digital following to the broadcast channel TV10 where ”Vad grillar du på?” was aired. We created entertainment based on situations around a grill, and Weber was in the center of it all.
The show gained huge media coverage in Sweden’s biggest traditional media channels, and due to an incredibly engaged audience the show reached more than a quarter million organic, engaged views in social media plus more than 160 000 viewers all together on TV10, Viafree and Viaplay. And most importantly: A study showed that viewers of the show were 35% more prone to buying a Weber grill than those who didn’t watch the show.