“Omega took hold of our outlet launch campaign firmly with two hands. Leaving mine free to drink a glass or two of beer.”
TIM SCOTTCEO of BiaCraft Artisan Ales
BiaCraft Artisan Ales historically struggled with generating local awareness of new outlet openings.
With ambitious expansion plans for the brand on the horizon, this problem had the potential to become even worse for BiaCraft in short time.
Realizing this, Tim, the CEO, reached out to us for help with creating marketing campaigns for 2 new location launches beginning on November 1st & concluding on December 31st of 2018.
The best part:
Tim was more than happy to take a step back to focus on business operations while we did what we do best: build better brands.
Originally, BiaCraft’s plan was to launch two new locations, both within District 1 of Ho Chi Minh City.
However, negotiations with the landlord of the 2nd location fell through at the very last minute.
What was even worse:
This left us with only one week to completely redesign December’s campaign from the ground up for a new location in Tân Bình District.
The problem was the people of Tân Bình District had never heard of BiaCraft, let alone craft beer.
Thus, a completely different campaign strategy was necessary in order to pull off the kind of results we were achieving with November’s campaign.
But guess what?
Thanks to our laser focus on time-saving procedures, we were able to handle it.
And handle it, we did.
BiaCraft’s brand can best be described as humorous, provocative, and as Tim says, “irreverant” – this is something we took to heart, and it features prominently in the content we created for these campaigns.
BiaCraft already had a consistent presence on Facebook with organic engagement averaging near 4%, so we chose it as the primary channel for the marketing campaigns to amplify the impact of our campaigns.
We quickly identified 3 areas for improvement for BiaCraft:
• None of their content was in Vietnamese, despite over 80% of their customer base being Vietnamese.
• Virtually zero video content.
• A lack of coordinated social media marketing campaigns – each post was different and unrelated to the next.
Then, after performing our usual historical performance analysis, we determined that posts with Mark, the co-founder, performed better on average.
Thus, we decided to feature Mark heavily in our campaigns.
Combining these findings with our mastery of the Facebook platform, we proposed something daring: two 3-week bilingual campaigns primarily consisting of humorous 6-second video ads in square & vertical format.
Short-form video campaigns such as these are rare in Vietnam, and completely nonexistent within the country’s burgeoning craft beer industry.
Don’t think we forgot about the challenge of Tân Bình District…
In order to engage our Tân Bình District audience on Facebook, we did 3 things:
• Created a hyper-targeted audience by combining a Lookalike Audience with a Saved Audience.
• Shot videos around familiar local landmarks Tân Bình District.
• Created 2 contests to increase engagement & shareability of BiaCraft content, as well as attendance at the soft opening.
But here’s where the campaign got really interesting:
We decided to shoot and edit the entirety of these campaigns on an iPhone X to connect more intimately with BiaCraft’s fans through a raw, familiar content format.
Tim was more than happy to try it out and gave us the go ahead.
The results speak for themselves.
NUMBER OF POSTS
Number of posts from Omega campaigns: 22
Number of posts from previous 2 months: 30
Number of posts from same period last year: 26
AVG. ENGAGEMENT RATE
AVG. engagement rate per post from Omega campaigns: 8.5%
AVG. engagement rate per post from previous 2 months: 4.1%
AVG. engagement rate per post from same period previous year: 3.9%
WE DESIGN VIDEOS THAT ENGAGE YOUR AUDIENCE ON SOCIAL MEDIA
Number of Videos: 14
Video Views: 155,000
AVG. Thruplay Rate Per Video View: 70%
Reach from Omega campaigns: 332,100
Reach from previous 2 months: 72,900
Reach from same period previous year: 13,700
AVG. reach per post from Omega campaigns: 15,096
AVG. reach per post from previous 2 months: 2,430
AVG. reach per post from same period previous year: 527
Post reactions from Omega campaigns: 4,901
Post reactions from previous 2 months: 1,369
Post reactions from same period previous year: 1,131
AVG. reactions per post from Omega campaigns: 223
AVG. reactions per post from previous 2 months: 46
AVG. reactions per from post same period previous year: 38
Post comments from Omega campaigns: 1,112
Post comments from previous 2 months: 268
Post comments from same period previous year: 184
AVG. comments per post from Omega campaigns: 51
AVG. comments per post from previous 2 months: 9
AVG. comments per from post same period previous year: 7
Post Shares from Omega campaigns: 212
Post shares from previous 2 months: 43
Post shares from same period previous year: 25
AVG. shares per post from Omega campaigns: 10
AVG. shares per post from previous 2 months: 1
AVG. shares per post from same period previous year: 1
Page Likes acquired from Omega’s campaigns: 671
Page Likes acquired from previous 2 months: 530
% increase: 21%
Ad Spend Budget: $2,000
Investment in Omega’s OPTIMIZE + ADVERTISE – SOCIAL MEDIA – ESSENTIAL plans: $2,000
Total Budget: $4,000
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