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Brandigo

Boutique Agency | Shanghai

Goose Island Beer, China Migration

Challenge: Building Brand Awareness

One of the world’s largest brewers, AB Inbev, chose Goose Island, a craft beer brand from Chicago, to be part of an aggressive launch campaign to capitalize on the burgeoning craft beer scene in China. These launches are know as Migration Weeks, and took place in Shanghai and Beijing.
The brand was virtually unknown in China, where the majority of beer drinkers will choose a light lager over craft, and education is still a key part in building consumer awareness that this isn’t a product for ‘foreigners’.

Brandigo was tasked with helping to quickly build brand awareness amongst target consumers, F&B outlets and retailers. To position Goose as a premium craft beer targeted at hip, young, internationally-minded Chinese drinkers and beer aficionados.

Brandigo did not want to lose Goose Island’s brand connection with music and art, but mid-range beer in China already has a strong affiliation with the music industry, so messaging and activations were placed instead around craft and quality, implying a premium experience. Brandigo implemented a comprehensive social media strategy on Wechat, hiring F&B industry leaders, bloggers and influencers – including artists, entrepeneurs, writers and DJs to be KOLs (Key Opinion Leaders).

Throughout two weeks in Beijing and Shanghai, we helped promote 26 events through 20 days. WeChat was used as the primary driver supported by the website, all created and launched for the campaign. Media and bloggers attended all events and helped promote the campaign through blogs, WeChat and media.

In just two months Goose Island’s WeChat had over 18,000 views, more than any craft beer in such a short time frame. Media impressions in Shanghai and Beijing reached over 25 million, with 18,000 views on WeChat posts.

Brandigo was shortlisted for Asia-Pacific Excellence Awards – F&B Category for this campaign.