Brewdog
Building an Engaged Craft Beer Community: BrewDog's Social Success Story
ACHIEVEMENTS AT A GLANCE
4.8k → 20.5K
Impressions
2.1k → 5.1k
Followers
.3K → 3.4K
LikeS
CASE STUDY SUMMARY
Project Index
Executive Summary
PROJECT DETAILS
Duration: 3 months
Campaign Budget: $20,000-$50,000
Target Platforms: • Twitter • Facebook • Instagram
Tech Stack: Community Management: Sprout Social, Metricool. Analytics: Google Analytics, Metricool, Brandwatch. Content Scheduling: Sprout Social. Crisis Management: Mention.
Core Competencies: • Sentiment Analysis: Advanced monitoring & tracking systems • Risk Management: Proactive issue detection & resolution • Response Optimization: Automated workflow development • Cross-platform Integration: Unified community management
01. CHALLENGE/OPPORTUNITY
CHALLENGE/OPPORTUNITY
BrewDog needed to shift its social media strategy from broadcast-focused to community-centered, fostering trust and engagement while maintaining its bold brand personality.
INITIAL AUDIT REVEALED:
An audit revealed fragmented response protocols, a 65% increase in negative sentiment, and inconsistent voice across platforms. The brand required a behaviorally informed approach to unify its community, enhance trust, and cultivate engagement.
02. STRATEGY & APPROACH
STRATEGY
Cross-Platform Growth:
• Developed audience-specific engagement plans for Twitter, Facebook, and Instagram.
Risk Management:
• Established real-time sentiment monitoring and escalation frameworks to address issues proactively.
Community Building:
• Focused on transparency, user-generated content (UGC), and relatable storytelling to drive loyalty.
APPROACH
Twitter:
• Prioritized real-time interactions, customer spotlights, and employee advocacy to foster immediacy and connection.
Instagram:
• Emphasized behind-the-scenes content and UGC galleries to showcase authenticity and brand personality.
Facebook:
• Encouraged community discussions and published transparency campaigns to build trust and engagement.
03. IMPLEMENTATION & EXECUTION
Paid
Social
Content Type: Community Spotlights + Rapid Engagement
Primary Focus: Real-Time Interaction and Community Growth
Core Strategy: Built a rapid-response framework to engage with customers and amplify positive brand stories.
Key Tactics:
• Highlighted customer stories and feedback to foster loyalty.
• Shared employee-generated content to humanize the brand.
• Proactively engaged with trending topics to boost visibility.
Performance
ADS
instragram
Content Type: UGC Galleries + Behind-the-Scenes Content
Primary Focus: Audience Engagement and Brand Personality
Core Strategy: Leveraged UGC and behind-the-scenes storytelling to deepen audience connections.
Key Tactics:
• Shared curated UGC galleries featuring craft beer enthusiasts.
• Hosted live Q&As and story takeovers to engage with followers directly.
• Highlighted production processes to build transparency and trust.
Direct
Response
Content Type: Community Discussions + Transparency Campaigns
Primary Focus: Customer Loyalty and Trust
Core Strategy: Used community-focused discussions to strengthen connections and highlight BrewDog’s values.
Key Tactics:
• Organized weekly discussions on sustainability and brewing practices.
• Published milestones celebrating customer loyalty and achievements.
• Promoted transparency through posts on sourcing and sustainability efforts.
04. RESULTS & IMPACT
Likes Boost
Engagement Rate
Follower Growth
Impressions Growth
KEY LEARNINGS
Community-Centric Engagement:
• Increased audience loyalty through proactive and transparent communication.
Behavioral Insights in Strategy:
• Leveraged sentiment analysis to tailor responses, reducing negative sentiment by 38%.
Content Personalization:**
• UGC galleries and personalized milestones improved relatability and connection.
IMPACT
Community Growth:
• +188% follower increase, creating a larger and more loyal audience base.
Response Optimization:
• Reduced response time by 68%, managing over 310 interactions with higher accuracy.
Brand Loyalty:
• Strengthened relationships through customer-centric campaigns, achieving sustained engagement growth.
