In an effort to encourage Gen Z (nicely, those that are of age) and millennials to decide on extra beers from craft brewers, the Brewers Affiliation is selling craft beer manufacturers throughout social media with a digital video spot that’s a part of a brand new marketing campaign. The marketing campaign can also be aimed toward rising consciousness of the affiliation’s impartial craft brewers seal and a particular web site the place beer drinkers can discover out whether or not they’re consuming craft beer.
“The general technique is to lift consciousness of small and impartial craft brewers and with this group (21-to-35-year-olds) exploring and consuming plenty of various things,” mentioned Ann Obenchain, advertising and communications director for the Brewers Affiliation. “We wish to remind them of impartial craft beer and the values of indie brewers. Indie beer is genuine as a result of the locations, folks and merchandise produced by indie brewers are reflections of their pursuits and their communities.”
The brand new marketing campaign is a follow-up to final 12 months’s “Native Beer Is Higher” marketing campaign, and it options impartial craft breweries together with Bale Breaker Brewing Company, Green Bench Brewing Co. and Maine Beer Company who inform their tales and present the faces behind them, whereas additionally selling the seal of impartial craft brewers. The marketing campaign targets 21-to-35-year-olds who drink alcoholic drinks and helps one of many affiliation’s missions: to advertise the small companies that make up the patchwork of impartial breweries all through the nation.
The marketing campaign’s adverts will seem throughout Fb, Instagram, Reddit, YouTube and Tinder. They are going to direct customers to ThisIsIndieBeer.com, the place they’ll discover out if their favourite breweries are impartial through the use of the “Is It Indie” brewery finder. Via the marketing campaign, beer lovers may also examine featured breweries.
“Campaigns like these assist raise up impartial operators who don’t have the budgets to create campaigns like this one,” mentioned Aleena Mazhar, managing director of built-in communications, technique and digital at experiential advertising store Fuse Create. “Hopefully it should encourage folks to consider their beer selections and discover another native choices, creating consciousness and ideally gross sales of those independents.”
The advert spend for this marketing campaign was 100% digital, in accordance with Obenchain. Nevertheless, it’s unclear how a lot of the Brewers Affiliation’s promoting finances is allotted to the marketing campaign, as Obenchain wouldn’t share general finances specifics.
Obenchain additionally mentioned that Meta provides the perfect worth for the affiliation, with a decrease CPM than different platforms, notably for prospecting audiences, whereas different channels stay reasonably priced methods to succeed in its target market. Obenchain wouldn’t touch upon how advert spend was break up between the platforms. The affiliation’s new marketing campaign will run from August to the tip of the 12 months.
This isn’t the Brewers Affiliation’s first foray into video advert campaigns. For greater than 5 years, the affiliation has advocated for small and impartial craft breweries via quite a few nationwide campaigns, together with “Take Craft Again,” “Independence” and “Alternative” (developed collectively with Sterling Rice Group).
And the Brewers Affiliation isn’t the one model placing the highlight on impartial companies. For instance, Vistaprint partnered with the Boston Celtics to focus on small companies in a current marketing campaign.
“That would in flip inspire extra craft brewers to hitch the affiliation and/or acquire the seal for his or her manufacturers, which is probably going the specified final result for Brewers Affiliation,” mentioned Chris Costello, senior director of promoting analysis at omnichannel advertising platform Skai.
The “Native Beer is Higher” marketing campaign was really developed in the course of the pandemic to encourage prospects to go to native breweries. Nevertheless, attributable to Covid-19, the Brewers Affiliation didn’t measure gross sales or run comparables. “In between our nationwide beer campaigns for American Craft Beer Week, Nationwide Impartial Beer Run Day and Small Brewery Sunday drive enterprise throughout tentpole moments all year long. ‘That is Indie Beer’ is a return to selling the values of independence and the significance of impartial craft brewers,” mentioned Obenchain.