Campaign Objective
Help BrewDog USA acquire 8,000 total attendees for their Annual General Mayhem, an annual beer, music, and food festival held at the HQ brewery in Columbus, Ohio, for Equity Punk shareholders, the local community, and the world of craft beer.
Challenges
OppGen was faced with the challenge of doubling BrewDog’s total attendance of their Annual General Mayhem event with a goal of 8,000 attendees (4,000 in 2018) with less than a month until the event. The festival was also to be held on the same weekend as two popular events in Columbus. Another concern was that tickets were being sold through a third-party platform, where additional conversion tracking would need to be integrated in order to pull in the correct ticket sales and revenue.
Paid Social Advertising
After meeting with the BrewDog marketing team to better understand their target audience for the AGM event, OppGen developed unique buyer personas and custom audience lists to be targeted across both Facebook and Instagram advertising platforms. These audiences were created based off their online behavior, interests in beer and similar events, as well as previous interactions with the BrewDog brand. Additional demographic and psychographic targeting was then setup and refreshed often as the audience performance changed. Ad creative was designed in conjunction with BrewDog and included a mix of both static images and videos, and all ads were continuously tested to evaluate top converting creative.
Campaign Results
As a result of partnering with OppGen, BrewDog completely sold out the event, exceeding their initial of 8,000 attendees by more than 10%.
