Heaps Normal’s ‘Normal July’ campaign sees spike in social engagement for the non-alc brand, as consumers jump to share stories of times they ‘just did their best’.
‘Normal July’ aimed to support people to make sustainable, long-term change to their alcohol consumption with a message that endorsed doing your best to create more mindful drinking habits that work for everyday, not just in July.
The campaign involved a competition that asked entrants to submit an example of a time they were ‘just doing their best’ to go in with a chance to win Heaps Normal’s first and only delivery van — a Suzuki Carry affectionately dubbed the ‘Red Rattler’ — filled to the brim with Heaps Normal non-alcoholic beer and swag.
Total engagements with Heaps Normal’s Instagram account over the course of the Normal July campaign period (30 June – 1 September) reached 8,000, up 43.2 per cent on the previous reporting period.
The campaign saw the non-alcoholic brand increase the number of accounts it reached by almost 500 per cent, netting over 1,300 new followers.
398 people submitted an entry to Normal July’s competition, with responses ranging from the serious and sincere to the rib-tickling and absurd. Over 1,000 people voted for their favourite from a shortlist of four, with the winning entry scoring a convincing 52 per cent.
Harry Deer took home the prize with his entry below: Peer pressured into my first kiss. Did my best — went up to the girl and gave her a smooch. All success until she was rushed to hospital due to an anaphylactic reaction to peanuts. Apparently pre-first kiss chicken satay skewer nerve settlers aren’t kosher.
The remaining three finalists included: Charlotte Watson — Nominating my dad who would brush our hair with car keys in the car park after realising it was school photo day. He is also still driving the same Tarago that we had when I was in high school (now aged 30).
Patrick Hannemann — As a vet student, got sick whilst away on placement. Called the hospital, they asked what my temperature was, only had my dog thermometer, had only learnt one way to do it. When asked why I gave a rectal temperature, replied “I was doing the best with what I’ve got”.
Patrick Hamden — For 18 long months I had been buying vegan-labelled food products for my partner with celiac disease…until last April when I realised ‘vegan’ does not mean ‘gluten-free’. For 18 months I was just doing my best.
To play their part in supporting healthier relationships with alcohol, Heaps Normal raised almost $3,000 throughout the month of July for Hello Sunday Morning—an Australian charity on a mission to help people change their relationship with alcohol.
