Wray & Nephew were looking to cost-effectively activate additional segments of their target audience.

They already identified music as a central pillar of their communications; having surveyed various propositions, from sponsorships to owned music events, we decided that the best way to engage with this audience was digitally through mixtapes. We selected Mixcloud as the best partner to do this.

With our contacts in the industry with various artists and DJs we were able to create a series of seasonal mixtapes that could subtly associate the brand with music.

This allowed Wray & Nephew to:

• Tune consumers into Wray & Nephew fortnightly for over 30 minutes, compared to a 1-3 second interaction across our other social platforms.

• As a brand, we continue to deliver fresh and rich content.

• A new platform will bring new audiences to WNO that may not be active users of our other platforms.

• Create playlists that fit a particular mood, e.g., carnival mix.

• Increase our brand awareness and engagement.

• Activate our association with music from our activations throughout the year.

• Use the platform to promote events and other activations (pre-event promotions) while maintaining the conversation after an event.