Project Description
@PABSTBLUERIBBON
GOALS BEFORE LOLS: MAKING SOCIAL WORK HARDER
Industry:
CPG, Adult Beverages
The Lowdown
Pabst Blue Ribbon came to DNA a brand in social media crisis. Not only did we step in and help them recover, we used the shakeup as an opportunity to overhaul and elevate their practices. We turned what was simply a fun brand outlet into a hardworking asset designed to achieve measurable business goals using data and strategy. The result? Engagement like PBR had never seen before.
CRAZY HIGH PERFORMING CONTENT
HOW WE PULLED IT OFF
BUILDING A PERSONALITY
We dialed up the laughs, nixed the cringe, and found a sweet spot that toed the line without ever crossing it.
CREATING A CONTENT MACHINE
We developed multiple, repeatable series that reflected key brand attributes. All without losing our spontaneity.
ELEVATING THE FANS
We used UGC to its fullest potential, personifying the brand through the community who loves and understands it best.
TURNING HEADS WITH HERO MOMENTS
With the 12 Days of Pabst, we successfully engaged fans in a ongoing livestream giveaway.
***AND THE CROWD GOES WILD***
PRELIMINARY IMPACT
+1,100% ENGAGEMENTS / TWITTER POSTS
(vs Industry Benchmarks)
+260% REACH / INSTAGRAM POSTS
(vs Industry Benchmarks)
86% INCREASE
in Acquisition on Facebook (Year Over Year)
19 PBR TATTOOS
inspired by our content (that we know of)
We don’t fuck around. And when we do, we don’t fuck around.
Let’s Talk