Pinnacle Liquor engaged us to help them build the social presence of Sail & Anchor beer. With no budget for above-the-line activity, they were relying on social media to introduce the new packaging, grow market share to include more females and establish Sail & Anchor as a credible premium craft beer.
In developing the social strategy and content for Sail & Anchor, we addressed 3 clear challenges: engage the competitive segment of young, male consumers; reach a long-ignored segment of young, female craft beer drinkers; and take both groups on a journey as the brand repositioned itself throughout the summer.
We started by improving the quality of Sail & Anchor’s social content during the first month of summer. We then launched a teaser campaign that created a sense of intrigue around the brand’s new look and feel. To further support the shift to the new target market, we launched Instagram and Pinterest channels which broadened our reach and helped shift the brand’s perception to a more premium, desirable craft beer.
- 25%+ fan growth across existing social channels and steady growth in new channels
- The female Facebook audience grew from 12% to 38% of the total audience
- The new packaging was widely accepted with key retailers such as Dan Murphy’s and BWS syndicating our teaser content across their digital channels
Of female Facebook audience
Across multiple digital channels