After customers requested some pretty rare beers, BWS decided to go round the world to get them. It’s The World's Biggest Beer Run - a content series about the journey. And we wanted a big name celeb to co-host it. Problem was, we couldn't afford one. So we hired an ex TV star who thought he was big and made that the gag. Using our brand’s self-aware humour, the non-celeb celeb was weaved into the story, leveraging his 150k followers on Insta while entertaining ours. The series had 2.4M views, generated 4M impressions and a 42% rise in brand recall. Not to mention the money saved on the celeb.