Bord na Móna is an iconic brand built from the land up. It is familiar to many consumers who associate it with quality, warmth and a strong heritage. Market research uncovered a consumer segment whose fire needs were largely functional and many of these were younger. We needed to come up with a campaign to ignite a more emotive connection to the fire while also building Bord na Móna brand affinity.
The challenge was to create a brand experience to increase relevance among this new generation of Bord na Móna consumers of 25-34 yr olds. To resonate with them and demonstrate a position of leadership, Bord na Móna wanted to create a hook to provide a credible and emotional connection by inviting them in to share in truly memorable experiences.
And so The Bord na Móna Hearth Sessions were born - a series of intimate fireside gigs for media and consumers that would champion the fireplace as the heart of social gatherings during the winter months. The Irish public was invited to vote via social media on a shortlist of their favourite pubs with cosy fires around the country and the pubs with the most votes were rewarded with a Hearth Session, brought to them by Bord na Móna.
A star panel of talent including Gavin James, Róisín O and Brave Giant launched the events with a content series on the Bord na Móna fuels Facebook page promoting the events and sharing warmer moments. A media relations campaign, content series maximised campaign engagement. An OB was hosted by the Eoghan McDermott on 2FM from Whelan’s on the day of the first event with interviews and performances with the talent driving excitement.
Unprecedented organic engagement rate of 11% on one Facebook post alone. Proven delivery of increased brand awareness with RepTrak Pulse score increasing from 66.1 in Q4 2016 to 76.43 in Q4 2017. Product sales also saw uplift in December. RepTrak results for 2017 also demonstrated that social media postings from Bord na Móna had the most positive impact on reputation for the first time in Q4 2017, with social media acting as the hub for all campaign related content. 32 pieces of editorial coverage including national TV. #HearthSessions trending on the day of the launch event.