The Brewers Association of Serbia (BAS) brings together the three leading breweries in the country to create a favorable and sustainable environment for the growth and development of the brewing industry.
Considering that their Facebook and Instagram pages were inactive, with just over 2K followers, our task was to improve and refresh their communication, making it more appealing to younger adult beer enthusiasts. At the same time, the goal was to contribute to the popularization of the brewing industry, promoting the culture of enjoying beer in a responsible and moderate manner, without promoting specific brands.
KPI was reaching the milestone of 10,000 Instagram followers within the one year.
Solution:
By combining educational and interactive posts, quizzes, and prize activities, we encouraged users to engage and interact with the content. In this way, we gathered a community of beer enthusiasts (18+) who want to learn more about beer’s tradition and production.
We placed special emphasis on responsible enjoyment, promoting moderation and a culture of consumption. At the same time, we refreshed the visual presence of the Serbian Brewers Association to make it more recognizable and appealing to the target group (18+).
Result:
In less than a year, the number of followers surpassed 10,000, and interactions came from almost all cities across Serbia. The content we created reached up to a million unique social media users.
In addition to the Instagram profile, active communication was also maintained on Facebook, where the community grew by 2,600 new followers in one year, and a reach of 585,000 unique accounts was achieved.
Our strategy created an engaged community that likes posts, actively comments, shares content, and participates in discussions about beer. In that way, we have created space for education and the promotion of a culture of responsible beer consumption. We have also significantly increased the visibility of beer as a category.
