Case Study

Colonial South West Sour campaign

Client

Challenge

Colonial Brewing Co required an awareness campaign for their core range product, South West Sour (SWS) promoting the sour beer as “Australia’s Number One Sour” to:

  • Generate a high-level brand awareness to new consumers, prior to seasonal focus on the sour category
  • Unlock data to drive campaign and sampling at scale to generate new customers
  • Create hype primarily on core range product SWS and introduce new-to-market Watermelon and Raspberry South West Sour

Solution

Creative Cherry strategically aligned Colonial Brewing Co with online retail partner Craft Cartel to expand digital reach via a targeted data-driven campaign. Segments in focus were predominantly NSW-based craft beer audiences combined with consumer data based on persona profiling of past purchasers of similar products and leveraged via the Colonial Brewing Co Facebook account.

To further drive awareness and encourage trial of the product at scale, the SWS campaign included the following:

  • Promoted SWS predominantly on the Craft Cartel home page and the Colonial Brewing Co product range across multiple touchpoints online.
  • Included SWS in Craft Cartel’s popular 10-beer gift box sold via Craft Cartel and popular online gifting sites: Hard To Find and Red Balloon.
  • Featured product in a “gift plus purchase” campaign where the retailer promoted a give-away offer of a free case of Colonial SWS to any new member that signed up.
  • Product sampling at scale was achieved by inclusions to active membership product distribution, reaching new customers in new markets for the brewery minimising the risk of media wastage as achieved via point of purchase directly.

Results

Creative Cherry’s success was in strategically combining a digital awareness campaign with product sampling, merchandising, and membership offer featuring Colonial Brewing Co to achieve these top results:

+24%

Increased sales

13x unique

Customers per case

306,333

Impressions

+14%

Increased Organic Search

Cherry
on top

“Getting a Colonial South West Sour Watermelon Raspberry in my membership pack at the beginning of this summer was perfect timing… I’m new to craft, and tend to stick to pale ales, and I don’t think I would have tried this if it didn’t come in the membership pack. I am so glad it did, and I went on to buy a whole case!”

– J, Glenwood NSW
Craft Cartel Member