Striped Horse Craft Beer: Social Media Brand Awareness

Eatdesign_round

 

Striped Horse Craft Beer is a new craft beer to hit the South African market in October 2014. Brewed at Cape Brewing Company by renowned master brewer Wolfgang Koedel the beer comes in 2 styles, lager and a pilsner.

Concept
Identify prominent social media players (Twitter only) and provide them with the opportunity to engage with the product.
To showcase that Striped Horse is an African beer for everyone.

Production & Management Overview
- Target 20 Twitter influencers (Cape Town and Jozi) and produce an interactive beer drop.
Phase 1:
Twitter account was already set up (great job done by the Striped Horse guys themselves).
– Takeover of account for a couple of weeks to ‘blitz’ followers and following in conjunction with the drop.
– Engage with targeted influencers and design the drop where subtlety was key.
– All feedback positive and @StripedHorseZA enjoyed a massive spike in Twitter traffic.
Phase 2: Targeting bars and restaurants
- Engage with bars and restaurants that are active on Twitter
– Very positive reaction
Phase 3: The Cape Town Festival of Beer
There was Striped Horse presence at this hugely popular beer festival whose own social media presence over this time is enormous.
– Encouraged people to post pics of themselves with the beer  – they would be in line to win a gift-pack of beer and a funky Striped Horse t-shirt.
– Great response to this.

Was the campaign successful?
Twitter following of Striped Horse grew quickly (over 3 weeks) to around 500 followers (the growth has slowed since the activation –but the conversations are still happening).
– People were still taking pictures of the beautifully branded beer and posting them on social media well after the spike.
– We handed the Twitter account back to Striped Horse after 3 weeks with 2 days of consultation on social media. They are rocking the account.

We look forward to working with this beautiful African product again in the future.