Social & content for Ice Breaker Pale Ale

Greene King

| Social Media Strategy



Build the brand equity of Ice Breaker Pale Ale for Greene King via social media. Engage with an existing audience of young professionals, in addition to finding and attracting new target audience fans and driving their engagement and advocacy.


What Pier did

Developed an organic and paid social strategy to secure new, engaged followers. We kept the channels fresh with vibrant assets, leveraged trends and found new, relevant audiences with competitions and the right influencer activations.



In 12 months we achieved:

  • 2.6m opportunities to see
  • Instagram +191%
  • Facebook + 170%
  • Average engagement rate of 8%
  • X6 pieces of gifted influencer content


Over a 12-month period Pier created an engaging social media strategy for Greene King’s easy-drinking pale ale, lovingly created by apprentices at the Greene King microbrewery. The ambition was to increase the brand’s reach with a digitally-savvy target consumer audience. The strategy had two campaign peaks featuring the launch of a new pint glass as well as a brand-new canned format.

The results were incredible, with 191% growth on Instagram, 170% growth for Facebook and an engagement rate of 8%, way over the industry average.

Our strategy helped propel the brand in both the on and off trade – a win for beer lovers and a social success story for the Greene King team.


Pier has worked closely with the social media team at Greene King for 2 years. The brief to help drive the brand equity of Ice Breaker Pale Ale was a fantastic opportunity to create fresh assets, work with creative influencers and refresh Greene King’s channels to engage with new audiences.

With young professionals as the core target audience, our approach was laser focussed on delivering content with the right tone of voice that would authentically appeal, whilst working with a carefully curated set of influencers to help build this audience even further.

Our first campaign spike centred on the launch of a brand-new pint glass for Ice Breaker, which we delivered through a series of creative video and still posts, and supported with boosted content and off page ads. The launch of a new can format that was being sold in Waitrose & Partners was also another opportunity to really drive engagement and show the brand in its very best light.

Our social strategy was one of best practice and ongoing reflection. We created innovative, on-trend content across Instagram and Facebook, including teaser posts and giveaways, and worked with influencers who had the right following for our target audience. Micro and mid-tier influencers were carefully chosen for their alignment with the brand and ability to deliver consistently highly engaged, quality content.

Sharing fan content and daily community management solidified relationships with followers. Monthly reporting helped us collectively learn from content performance.

This strategy worked and built momentum over 12 months, delivering strong results for each campaign. With an overall year reach of 2m, Pier delivered a stand-out year-on-year lift in followers and an impressive, above industry standard engagement rates of 3% on Instagram and 13% on Facebook.

Do you have an exciting drinks brand to shout about? Get in touch with Pier’s specialist food & beverage team. Through our creative, strategic and knowledgeable approach we will ensure your drink is one everyone’s lips – figuratively and literally.

Pier were a huge help and an absolute pleasure to deal with.

Harry Bell, Digital Marketing, Greene King

Want to know more?

Let’s connect

Social & content for Ice Breaker Pale Ale application

To apply for this position please fill in your details below and we will be in touch soon.