Leo Burnett Australia

Client: Diageo Australia
Product: Bundaberg Rum
Title: The Wedding That Fans Built
Media: Facebook & Instagram
Country: Australia
Date Of Campaign: 14th February 2023

Background: Bundaberg Rum is one of the most loved brands in Australia. In fact, our fans are willing to go to great lengths to show us just how much they love us. They collect our merchandise, pimp out their cars and houses with our logo, and tattoo our bottles onto their bodies. But how far would they go to prove that dedication? Our brief was to engage our online fanbase in a way that would prove how much love there was for the Bundy brand in Australia, increasing share of voice both online and in mainstream media, with an idea that would get people talking.

Idea: Australia's heartland is home to some wild folks. The kind most wouldn't trust to plan the biggest day of their lives. So, we asked them to do just that. Launching a campaign where one lucky couple would get a free wedding. All they had to do was let 400,000 fans of Bundy Rum on social media plan it. And we mean all of it. From what the Bride and Groom wore, to what attendees ate, and even the couple’s vows.

Results: * Over 1,100 wedding applications were received on social media. * 167 pieces of earned media coverage were generated with 100% positive sentiment.* The campaign garnered 24.8 million earned impressions.* Instagram engagement was 736% above the industry standard.* Facebook engagement was 1444% above the industry standard.* Bundaberg Rum Facebook reach increased 93%* Bundaberg Rum Instagram reach increased 366%