“Sounds from the Secret Orchard” wasn’t just another campaign; it marked a strategic shift for Bulmers, fundamentally altering how we engage with the youth market. Through innovative collaboration and a bold, integrated approach, we achieved a significant transformation in brand perception, setting a new standard for marketing excellence.
This campaign, executed in partnership with DMG Media, stands as the most successful initiative ever undertaken on Extra.ie. In an age where capturing consumer attention through sponsorship is akin to discovering the holy grail, Bulmers seized the challenge of engaging younger audiences and turned it into an unprecedented opportunity.
“Sounds from the Secret Orchard” wasn’t merely about hosting events; it represented a comprehensive overhaul of Bulmers’ approach to connecting with younger demographics. Through a 360-degree communications activation and sponsorship with Extra.ie, we broke through the cluttered ad market to forge deep connections in an intensely competitive landscape.
This transformative initiative encompassed a 16-part video and audio sponsored series, complemented by seven live music events. These efforts not only drove incremental sales volume +8% on Draught and +1% on-trade, but also reshaped engagement metrics and brand perception. “Sounds from the Secret Orchard” with Extra.ie set a new benchmark for how brands can authentically resonate with younger audiences.
