appealing to a new generation of beer lovers
The beer brand Brand faced a challenge: how do you appeal to a younger target audience (25-35 years old) in a region where market share is under pressure?
authentic stories and entertaining content
Although Brand is known for its high-quality pilsner, their target audience wanted more. More stories, more experiences, and more inspiration around beer. Research revealed that over 60% of beer enthusiasts watch videos before trying a new beer. But how do you translate complex brewing techniques and rich history into content that’s both fun and engaging?
The series takes viewers into the world of Brand’s brewery, where influencers such as cyclist Tom Dumoulin, chef Perry de Man, and actress Barbara Sloesen compete for the title of ‘Brand Brewmaster.’ Through a mix of educational videos, humor, and local involvement, Brand’s centuries-old tradition was showcased in a fresh and exciting way.
In addition to longer episodes, we also focused on YouTube Shorts and social media. Short, powerful clips ensured we grabbed and held the audience’s attention instantly. The media plan targeted the go-to places for beer enthusiasts; with smart targeting on platforms like Instagram and Facebook, our content reached the right people at just the right time.
engagement and watch time sensation
The combination of high-quality content, creative storytelling, and strategic media usage led to impressive results. Brand’s rich tradition was given a modern stage and managed to excite a new generation of beer lovers in a light-hearted and engaging way. With Brand Brewmasters, beer was not just consumed, it was celebrated.
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With the YouTube series 'Brand Brewmasters', Brand captivated a new generation of beer enthusiasts through authentic stories and entertaining content centered around craftsmanship and the beer experience.
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