Case Study: Castle Lite achieves 4.5M impressions and a 5.8% engagement rate with Twitter ScratchReels

Castle Lite engages and educates customers with ScratchReels

Castle Lite, a South African Breweries brand, needed a way to both educate consumers about its 2‑Stage Cold Indicator and drive trial and advocacy on Twitter. The challenge was to create attention-grabbing content that explained the product feature while encouraging meaningful interactions and social sharing.

Working with Ogilvy & Mather, Castle Lite ran a multi‑stage campaign using Twitter ScratchReels and Creative Canvas—short, tactile creatives that invited users to swipe, play and Tweet in response, and tied into sponsorships to extend reach. The campaign delivered 4.5 million impressions, a 5.8% average engagement rate and a cost per engagement of R1.61.

Castle Lite