Behind the Data – Brewdog and…

Behind the Data – Brewdog and Beer Trolling [On-Demand Video]

A Pre and Post Campaign Analysis of Digital Marketing Tactics

In the last five years, the UK has seen over a 60% rise of breweries being established. With a sudden increase in competition, it is essential that breweries can differentiate themselves within the crowded marketplace.

In this webinar, we reviewed Brewdog’s latest campaign against mainstream rival brewers and the war on craft beer. We analysed their key takeaways and ideas which have propelled them to success.

Learn about: 

  • The rise of the Craft Beer market
  • Bewdog’s dominant digital impact
  • The Brewdog audience and how they have changed over time
  • Brewdog’s audience-stealing tactics

The Rise of the Craft Beer Market

Firstly, considering Craft Beer sellers over the last month, we zoom into the examples of Beer52, Beer Hawk and Honest Brew. We can see an increase in online traffic over the last 6 months. This is driven to craft beer cellars who build communities around their industry. Overall, the greatest spike was a +107% increase for Beer52.

Craft Beer Sellers
Last 6 Months

Brewdog’s Campaign Effects

We can see a significant uptick in the number of users engaging with the Brewdog brand and website, attributed to the Brewdog Campaign Launch.

Unique Users Growth
By Week Ending

Age and Gender Changes

Finally, looking at the age and gender segments of the Brewdog audience, we can see a notable uplift between the 35-54 yo age group. This growth happened after the Brewdog campaign, which was split fairly equally between females and males.

Pre and Post Campaign

Watch the video to see how Brewdog to segmented and scaled audiences…

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