Surly's Iowa Invasion
The integrated campaign included events, print and web ads, marketing collateral, media relations, video, social media, influencer outreach, and email marketing.
Video: The First Iowa-bound Beer Shipment
Influencer Outreach:
Brochure:
Social Media:
We created a social media strategy that aligned new bars and liquor stores on language and hashtag usage, trained new state sales reps on social media practices and standards, and created 51 state-specific Twitter accounts.
Ads:
Web:
My responsibilities included:
- Creating the invasion theme and messaging
- Copywriting for ads, social media posts, marketing emails, and brochure
- Producing a teaser video announcing the Iowa expansion
- Creating social media strategy, preparing state-specific Surly Twitter accounts, developing guidelines, and training sales managers to manage the accounts
- Data mining Surly’s social media followers to find early adopters in Iowa
- Identifying and emailing key cultural and social media influencers
