Diageo: Serving up a glass of UGC

By isolating the different passions or  ‘tribes’ on the Facebook Page we were able to quickly establish a common theme – recipes!

A central idea, revolving around drink serves and generating UGC, grabbed attention, but also motivated further interaction. Screening ensured regulatory compliance, whilst ensuring followers were able to express creativity.

The activity resulted in a 280% increase in page Likes and an engagement boost of 300% .

Conversations and content travelled outside of Facebook into other social estates including blogs and online media

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