Taste for Success: Old Mout Celebrated Surge in Sales on Snapchat

The Story: Old Mout wanted to drive sales

From its roots in New Zealand to its adoption in the UK, Old Mout has been delighting cider-lovers on both sides of the equator for almost a century. At times, there’s been a question over the product’s pronunciation, but never over its reputation. Recently, the brand identified two specific goals; innovate its ATL presence, and drive sales among 18 to 34-year-olds. That’s why it turned to Snapchat.

The Solution: Using a multi-product approach

Over the course of 14 weeks last summer, Old Mout ran a campaign throughout the UK which excluded Yorkshire as a control. Opting for a multi-product approach, the brand leveraged Snap Ads, Commercials and AR, with some of the video assets featuring customised Snap influencer content. The Snap camera meant the brand could engage with consumers and encourage them to use the Snapchat Lens, which included a competition for data capture purposes. 

With the support of St Lukes, a creative agency, Old Mout produced a custom AR x OOH experience in Liverpool. The experience was designed to react to the OOH placement which was activated when a user scanned the Snapcode. By collaborating with Billion Dollar Boy,  an influencer agency, Old Mout was able to drive awareness as talent recorded themselves using the Lens. Further to this, Snapchat influencers created a stream of content for the brand which sat alongside their BAU video assets.

Results: to break benchmarks

Old Mout’s refreshing campaign on Snapchat exceeded the brand’s benchmarks and achieved a 4.9% sales lift and a £1.36 ROI, leading to incremental sales of £445,000.

Furthermore, over most of the campaign period, the brand drove higher sales in the test stores versus the control stores, followed by a resurgence in uplift towards the back end of the campaign. The influencer-led content also proved impactful, driving awareness among its target demographic.