A variety of impactful and targeted animated social media posts for big premium beer brand Leffe as part of a wider launch through multiple targeted media channels.
The Brief
Leffe is a premium beer brand that is consumed all across the globe. It is highly regarded due to its individuality among its competitors as an ‘Abbey Beer’ which were originally created inside Monasteries across Europe. The beer has come a long way since then! They are constantly innovating and recently have progressed into creating a new Lager named “La Légère” It was the campaign for this new product that we were involved in which spread across multiple media channels from Printed Adverts to radio segments. Our speciality you ask? Well, that’s easy, animated social media posts of course!
Our Response
Social Media Engagement
Social Media engagement all comes down to getting your work in front of the right people, at the right time. This is where the power of social media advertising comes into play. If you can put a beautiful animated social media posts in front of someone who you know is already a fan of your product, it is going to work wonders. This is especially important for big brands who are already well known and bring out new products. By casting your net wide and using every available tool at your disposal you are bound to see the engagement you desire. This is exactly what Leffe decided to do when rolling out their new Lager in their French market. Leffe provided us with detailed imagery of how the animations needed to feed into the wider video marketing strategy and full campaign and with them we worked to develop and expand on the idea. A running theme throughout all the animated social media posts was an animated colourful swirl transition that would take us from the product through to the targeted messaging and then finally onto the end resolve and sign off. This transition would elevate the animation and tie together each section. You can see an earlier incarnation of the animated swirl created, and the final look further down the case study giving you an idea of how it developed over the cycle of the product.
Targeted advertising
The most successful and memorable animated social media posts are ones that target specific demographics. This is due to the depth and precise nature of social media advertising. Leffe capitalised on this in their marketing campaign by selecting different regions within France to produce adverts for. On the left, you can see a range of region-specific adverts that use the maps of each region that would be recognizable to the audience. This keying into the location, and situation of the audience, really helps to drive engagement & helps the animated social media post to stand out among more generalised advertising.
Optimisation
A key part increasing engagement and the success of animated social media posts is about ensuring they are optimised and formatted correctly for the platform they are being viewed on. The benefit of using animation in this scenario is that you can design content that takes this into account. For sites such as Facebook or Instagram, often doing a square (1:1) or a portrait (9:16) is more successful than just sticking with the common landscape (16:9) format that you see in regular explainer videos. This opens up the opportunity for posting on things such as Instagram Stories & Reels, or even site such as TikTok which use advertising in a portrait format for mobile viewing, and allowing you to keep to the style you have created without having to sacrifice content. Leffe took note of this from the beginning with designing two different exports for each animated social media post to cover both square and portrait formatting. This meant that they had the option for multiple uses from one animation, increasing their ROI per animation.
The Result
The final 20 animated social media posts, formatted for different platforms, were rolled out with the wider campaign to the French market where they continue to be used to capture the interest of new audiences.
What our client Said
“Working with The Animation Guys has been an absolute delight. We were really excited to be working on this project with them. From start to finish they made the process enjoyable and informative. NFA couldn’t be happier with the final product and we very much look forward to working with them again soon.”
Luke Barritt
Network For Animals
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