AGENCY: CMD
CLIENT: Deschutes
ROLE: Social and PR Director
In my second opportunity to work with Deschutes Brewery, CMD supported the launch of a new pilsner that targeting an audience that didn’t usually go for craft beers. In order to connect with the, typically White-Claw-drinking-crowd, we needed to speak directly to the new-to-craft drinker – and we mean directly.
Our mascot? The Pairit Parrot, an anthropomorphic parrot who celebrated the pairing of DaShootz with just about anything.
Using search and social data we identified trending micro-communities and activities within this set, and created content for them – using interest targeting within paid social to deliver custom ads to unique audiences. Similar messaging combined with custom landing pages supported the paid search campaign and outdoor advertising was placed with custom messages for custom geos.
The integrated campaign lived across social, paid search, digital and included a PR and influencer component. In the PR and influencer component, we took our targeted approach a step further, targeting individual top tier writers and influencers with a media kit featuring a video player with their own video, customized to their own interests as well as a gift, from a custom ping pong paddle (leading to this article) to a personalized oyster shucker to cat toys.
The kit also included a custom lego kit, complete with tiny DaShootz can, stickers, and, of course, a six-pack.
The Results:
- In two months, the paid social campaign reached 2.2 million new-to-craft drinkers.
- The organic campaign had a reach of 1 million—a 130% increase over previous campaign periods.
- The influencer and media kits: achieved combined 24.5 million earned media impressions.