Sebago Brewing:
Social Media & Content Strategy / Social Media Contest Program / Paid Social
Sebago Brewing was one of the oldest members of the quickly-growing Maine craft beer scene. A revived social media strategy was needed to stay top-of-mind with consumers hopping from pint to pint.
Engaging Content
To increase awareness of Sebago's high quality beer offerings, I created quarterly content programs to match the "Brewed For Times Like These" campaign that was currently in market. Each season included a social media contest that incentivized sharing activity and helped the brand build up a bank of user generated photography. These user photos lent an aura of authenticity and gave viewers a sense of social proof, reminding drinkers that Sebago was a local favorite.
Paid Social Advertising
Beer launches were supported with paid social advertising—Facebook link, video and carousel ads, as well as Instagram ads—driving traffic to Sebago's online Beer Finder. The paid social program increased awareness of seasonal beer releases and encouraged trial of new products. In addition, relationships with distributors and sales locations (bars, restaurants) were improved through paid social support of activity.
Planning & Calendars
To produce a large impact on a small budget, Sebago needed to take advantage of trending topics and seasonal holidays. I created an annual marketing content calendar with important dates across channels (blog, email and social), wrote copy and created social media images to service this iniative, and continuously monitored for new opportunities in the industry to add.