Project
How We Contributed to the Popularization of the Beer Industry
Client
The Brewers Association of Serbia
Brief
The Brewers Association of Serbia (BAS) brings together the three leading breweries in the country – Apatin Brewery, Carlsberg Serbia, and Heineken Serbia, as well as the largest malt producer, Soufflet Malt. Together, they work on creating a favorable and sustainable environment for the growth and development of the brewing industry.
Considering that the Facebook and Instagram pages of BAS were inactive, with just over 2,000 followers, our task was to improve and refresh their communication, making it more appealing to younger adult beer enthusiasts. At the same time, the goal was to contribute to the popularization of the brewing industry, promoting the culture of enjoying beer in a responsible and moderate manner, without promoting specific brands.
Additionally, a clear KPI was defined: increasing the follower base on Instagram and reaching the milestone of 10,000 followers within the one year.
Solution
By combining educational and interactive posts, quizzes, and prize activities, we encouraged users to engage and interact with the content. In this way, we gathered a community of beer enthusiasts (18+) who want to learn more about beer’s tradition and production.
We placed special emphasis on responsible enjoyment, promoting moderation and a culture of consumption. At the same time, we refreshed the visual presence of the Serbian Brewers Association to make it more recognizable and appealing to the target group (18+).
To increase visibility and boost community engagement, we ran a targeted, optimized campaign throughout the year, aimed at attracting the attention of relevant users on Meta’s platforms.
Result
In less than a year, the Instagram community of the Serbian Brewers Association underwent a significant transformation. The number of followers surpassed 10,000, and interactions came from almost all cities across Serbia. The content we created reached up to a million unique social media users.
In addition to the Instagram profile, active communication was also maintained on Facebook, where the community grew by 2,600 new followers in one year, and a reach of 585,000 unique accounts was achieved. Communication and content on the LinkedIn channel were tailored to the business community, with the goal of educating and raising awareness about the importance of the brewing industry.
But, beyond these numbers, we achieved something much more valuable!
Our strategy created an engaged community that likes posts, actively comments, shares content, and participates in discussions about beer. In that way, we have created space for education and the promotion of a culture of responsible beer consumption. We have also significantly increased the visibility of beer as a category.
To see how it all looks in practice, you can check it out HERE.
If you also want to improve your brand’s communication and build an engaged community, contact us. Together, we can take your story to the next level.
