Social & content for Ice Breaker Pale Ale

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.