There aren’t many things that are better than craft beer – especially during a national lockdown. Barney and his team contacted us in March 2020 to come up with a strategy to boost their online sales and digital reach/community beyond a small geographic area. So, we did.
To create an impactful and far-reaching digital presence for a small Edinburgh craft beer brand, helping them conquer more of the world – and sell more wonderful beer!
We wanted to create something that was just a unique and funky as Barney’s Beer. With a heavy focus on design and illustration, we created remarkable content that makes people stop scrolling.
Barney’s depend heavily on their releases of new ranges. We focused lots of organic effort around creating buzz organically for new releases, creating teaser content and building excitement around new beers. The release of Barney’s Sours Box, which outperformed other releases by a mile, had a 7.52% engagement rate across social posts, organic reach of 1.4K people and 16.05% of all revenue for the period of release.
Audience research showed us that the young vibrant audience we wanted to acquire for Barney’s were not only marketing literates, but also identified and engaged with meme-culture and non-sales related content much more than CTAs. We created content that placed Barney’s Beer in real life situations, creating conversations and laughs among our audience.