LUST FOR LIFE:
Challenge
MiXery, the pioneer of beer mix drinks, wanted to live up to its legacy and also become a leader on social. Given the traditional product range, we needed to circuit the rising consumer needs for naturalness, experimentation and health.
Solution
Instead of selling a perfect summer world (like our competitors), we turned the brand’s challenge into its biggest strength: We positioned MiXery as the anti-trend drink – a self-ironic attitude catering towards the „I don’t give a sh**“ generation. To reflect this humors lifestyle, we turned the IG channel into Ger-many’s first meme page owned by a beer brand.
Results
Within the first months, the brand engagement rate skyrocketed by 159% to 3,37% in total. We also generated 100x more followers compared to previous months. However, what really made us pop the corks is that we established the most successful post since the launch of the profile.
FEED LOOK
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9K%
brand growth
100x
more followers
+195%
engagement rate
RESULTS & DATA
9K%
brand growth
+195%
engagement rate
100x
more followers
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PUMPKIN
SPICE
In order to break through the social media clutter this fall, we had to pull the big guns. We went bold and launched Mixery’s first fake product. But we made it seem so real that everyone believed it was real. The strategic fundament lied within the culture of the “Pinterest-Autumn-Pumpkin-Spice-Lover” stereotype (🥕🍁🥧🍂🎃🧡). We gave it everything we’ve got: the perfect packaging, the UGG-Boots wearing Influencers, and the corny advertising slogans. End of the story: Mixery turned into the talk of town and we landed a viral sensation!
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2,0M
Impressions
700
new followers
1300+
Comments
RESULTS & DATA
2,0M
Impressions
1300+
Comments
700
New followers