As with any social media campaign, the main challenge lies in making engaging content that breaks through the noise and actually makes an impact. The first step was finding the correct influencers for the job, ensuring their image and audience demographics were in line with the objectives set out by our friends at Butcombe Brewing Co. Then we had to enter negotiations for the creation of posts, reels, and stories to promote both the brand and the new product.  Emphasis was on a  strong, visual content with a focus on being timely and relatable – by addressing the Dry January trend through the style of our chosen influencers – was at the forefront. 

Overall, the campaign resonated with the audience, the amount of comments, likes and other interactions implying that the theme of responsible drinking and mindful enjoyment were topical and of interest to our target demographics. The campaign garnered positive feedback from the influencers involved, and clear interest from their audience in trying Goram IPA Zero.

The aim was to reach young people aged 25 to 35 in Bristol and the South West of England via a paid influencer campaign, with a focus on nano and micro influencers. Our approach resulted in 8 pieces of live content to promote Goram IPA Zero – half of which were created free of charge as a result of successful negotiations with influencers impressed by our campaign idea – and going over target with 24.519 impressions, 3.659 engagements (an average of 13%) and 53.934 unique users reached. After our focus on local content creators in the South West, we saw increasing interest for the brand and product coming from other parts of the UK as well.