Weber asked Because to help them rejuvenate their social channels for their European markets, a brief that came with an added level of complexity as it was amidst a global pandemic.
To develop a relevant and entertaining content strategy that was going to be genuinely helpful and engaging in this unprecedented time, we really needed to understand how the lockdown had changed the priorities, routines and needs of consumers.
Weber has been celebrating perfect BBQs since 1952. With their superior know-how and unique range of products, they really are the ultimate Grill Masters. It's a much loved brand that brings family and friends together, so there needed to be a big focus on humanising it and giving the brand a clear identity on all of its social channels.
First, we developed a Weber-specific, conversational tone of voice and visual aesthetic to reflect the ambitions of the brand. Then we started to create sizzling content from relevant tap-through recipes, to masterclass videos and live Q&As with Weber’s Master Griller, Dan Cooper. It was important we optimised the content beyond ‘likes’ – focusing on meaningful ideas that helped us build a relationship with our community, and at the same time genuinely helped the community get the most out of their Weber BBQ (barbecue) experience.
Each channel’s features (e.g. Instagram’s interactive stickers) and algorithms were taken into consideration at concept stage to maximise engagement opportunities. And to build affinity and encourage further engagement, we created a UGC hashtag that we use to acknowledge fan content. We also opened an Instagram Store to make product details and pricing easy to find, and to drive our community to the Weber website.
To close the loop on the social experience, we manage the community (UK only), ensuring our content is backed by human support, advice and guidance during a time where, more than ever, people are looking for information and updates.
Because has taken the brand into new formats and platforms including IGTV, Interactive Stories and Instagram and FB stores to drive sales. We also designed a range of Weber emoji’s as a fun, light-hearted way to convey emotions in a way that words sometimes cannot.
Weber’s European markets spans the UK, Netherlands, Belgium and Luxembourg, so we’ve had to ensure the content we’ve created has been relevant and reflective of the cultural nuances of each country.
But as they say, the proof is in the pudding, so follow Weber’s IG to see our work in action.