Case studies
Insomnia X GAA/GPA Official Coffee Partner
Legacy Communications crafted a dynamic PR strategy for Insomnia Coffee to boost awareness and celebrate the launch of its new five-year partnership as the Official Coffee Partner of the GAA.
Bringing the partnership to life, Insomnia proudly announced its new brand ambassadors: hurler Cian Lynch, Camogie player Katie Power, hurler Conor Whelan, footballer Paddy Small, and footballer Emma Duggan.
This campaign was a resounding success, exceeding KPI’s and securing extensive, coverage for Insomnia Coffee and awareness of the partnership.
To kick off Insomnia’s five-year partnership with the GAA and GPA as the Official Coffee Partner, the campaign aimed to build partnership awareness and brand engagement among a new, wide-reaching audience for Insomnia. The sponsorship's main objective is to enhance customer loyalty by creating unforgettable brand experiences that connect with our target audience of GAA fans. This partnership further aims to increase foot traffic, drive revenue growth, and expand franchise opportunities for the brand.
The Insomnia campaign was a content-led PR campaign based around brand ambassadors, media relations and social media promotion.
We worked with five well-known GAA players to produce content for both their own and Insomnia’s social media platforms. We then pitched the ambassadors for round-table sports media interviews with branded imagery and partnership announcement messaging incorporated in all media coverage.
To further engage media and supporters on socials, an Insomnia product drop was sent out to a carefully selected list of key GAA personalities, informing them of the partnership which was widely shared across their own social channels. Watch our video here
Results
The overall Campaign Reach was 20,606,991
x34 Print interviews - reach 4,285,621
x48 Online articles - reach 15,809,770
x17 social media reshares
x3 Broadcast features produced reach of 56,100
Brand ambassadors’ social reach - 455,500