Alcohol Change UK approached us to help promote and foster a community feel around Dry January® 2023. Central to the community would be the Dry January® iOS and Android app, Try Dry. This was a progress tracker designed to empower and support people embarking on the challenge.
Build a powerful awareness and consideration campaign to inspire a change in attitude towards alcohol consumption. In addition, recruit 150,000 new sign-ups to the Try Dry app. In the process, drive awareness of Alcohol Change UK, the charity behind Dry January®.
A 34% increase in YoY sign-ups, driving more than 170,000 users to Try Dry in January 2023. 3000 people per day, on average, downloaded the Dry January® app whilst the campaign was live. More than 62% of the UK were made aware that Alcohol Change is the charity behind Dry January®, up 5% on our 2022 campaign.
A clever, budget-minded campaign which harnessed Meta and Google’s precision targeting solutions to reach the audiences most affected. A pre-launch phase aimed at driving mass awareness, and a post-launch phase to extend core messaging mid-flight, reaching those who interacted with the pre-launch campaign. Added to this, Meta and Google’s AI lead gen solutions to drive lower-funnel results, encouraging people to download the Try Dry app.
