Log In
Log In

Home

Browse

Brand & Marketing

Weber BBQ Cultures

  • Weber
Weber BBQ Cultures preview
Weber BBQ Cultures preview
Weber BBQ Cultures preview
Weber BBQ Cultures preview
Weber BBQ Cultures preview
Weber BBQ Cultures preview
Weber BBQ Cultures preview
Weber BBQ Cultures preview
Weber BBQ Cultures preview
  • Description

    A platform based on global insight and passion (BBQ) and which can be easily adapted to many different countries. A campaign that through the international content has the potential to lift Weber out of the somewhat popular image and which inspires even more barbecue. Beautifully and aesthetically executed with great results across media and markets.

    UncleGrey for Weber

    Category: Branded Utilities, Campaign Of The Year, Content Creation, Customer or Citizen Experience, Digital Branding, Storytelling

    Winner of Digital Branding: Bronze Winner



    Credits from: https://danishdigitalaward.dk/projekt/weber-bbq-cultures/

    Weber

    Stig Pedersen

    Marketing Director EMEA

    UncleGrey

    Karsten L. Kirkegaard

    Digital Director

    Charlotte Porsager

    Account Director

    Lars Samuelsen

    Chief Strategy Officer/Head of digital

    Jimmy Blom

    Executive Creative Director

    Michael Mandrup

    Design Director

    Mathias Nielsen

    Creative

    Carl Angelo

    Art Director

    Collaborators

    Mediamonks

    Production


    Background

    In 2015 the Weber brand started out on a new journey to align the brand across the whole EMEA region. For the first time ever Weber wanted a campaign that could engage more than 20 markets with different cultures, traditions, market conditions and media behavior. Furthermore, the campaign should provide consumers with the opportunity to engage with the brand. And in addition, doing so without a large scale media budget. To create a genuinely deep engagement with the audience we decided to leverage the one thing that they all could relate to their love for barbecuing. The objectives were to create a brand universe that could launch the first collaborate EMEA campaign and provide Weber with a content platform that would be able to grow and expand as more cultures are added. The ambition was to provide a number of useful tools, learning, and inspiration for grill enthusiasts around the world.

    Solution

    In this immersive digital experience, we invite our grillers on a journey through bbq cultures across the world. To discover, to learn, to be inspired. Through cinematic and interactive content, we join BBQ’s we might never have had the chance to experience We learn everything from how to choose the right piece of meat, to the importance of timing, keeping your knives razor-sharp and smoking a Norwegian salmon. Every piece of content whether interactive tools, tutorial videos or inspirational recipes, had to be useful and shareable, with each deep dive having a specific mission to entertain, educate, and showcase Weber's grills and accessories.

    Results

    Visitors have passed 750.000 that on average has spent around 8 minutes each interacting with the content. 32% of the visitors choose to return to the platform and there is a bounce rate below 10%. The byte-sized film content shared on Weber's own social media platforms has amassed more than 3.000.000 organic views. The campaign is viewed as a massive success by the brand and is to be adopted by several regions outside of the EMEA region; North America, Canada, and Mexico. Furthermore, the brand is looking for establishing the platform as a permanent global educational activity to build the skills of grillers worldwide.

  • Brand

    • Weber
    • Did you work on this project?

      Help find and give credit to all the contributors

      I know who worked on this

      If the details are wrong report the project or contact our support
  • More projects from Weber