Colorado Lager Launch
Social Campaign Strategy
When we decided to create a craft lager, we knew it would be most successful with our core fan base, who's identity is very much rooted in Colorado. We leaned into this with the name Colorado Lager and wanted to create a campaign that was fun, candid, and inviting. Our agency pitched A Guide to Colorado Stuff and I knew it would have lots of social currency.
CO Lager Presents Doing Stuff in Nature's Hot Tubs
CO Lager Presents Doing Stuff with Cliffs
CO Lager Presents Doing Stuff with Sand
Creative Direction & Video Production
For this project our agency gave us a list of Colorado places and activities we could shoot and I chose the three that I thought would get the more engagement and shares on our social channels. The agency provided a shot list and I organized the travel, talent and logistics for the shoot. I worked closely with a lean film crew as their producer and made sure we had everything covered for the final edit.
We knew Colorado Lager had to win here in Colorado first, so I suggested we target new drinkers in concentrated neighborhoods of Denver. Using programmatic placements, we targeted people within 3 miles of our best preforming King Soopers as well as past visitors to key bars and independent retail accounts where the beer was available.
Results: 800,000 video views and a 36% CTR.