Considered the biggest beer festival in Brazil, the FBC brings beers from all around Brazil and attracts an international audience, both tourists and judges. In order to reach a new and young target, we created fresh, trending, and funny content for Instagram reels.
The brand's biggest problem was the content not having a good engagement rate and not reaching many accounts, so people weren't engaging with their content and new people weren't discovering the event. The page's engagement rate was about 4,35%, so we made a rebrand, positioning the brand as a funny and friendly brand, the brand become that friend who likes to have a beer and have fun with friends. We positioned the brand using trending content from TikTok and Instagram Reels, we created memes about the festival and funny content, which made the engagement rate grow to 13,76% in the first week, we also used trending sounds on Instagram Reels and worked with digital influencers who matched the new brand image. We increased the reached accounts and brought new people to follow the page and to get to know the event.
The Festival's memezation
We created a lot of memes about the festival, and it was an "IT" factor that made people start engaging with the content. One of the successful memes we did were about the personality type of each beer and you can have a look down below!
People are on the internet to watch funny and interesting things and to connect with friends. They love to share funny content with each other and that's the main point of our campaign: Creating funny content that will connect friends, just like the Festival itself - connecting people with a beer.
WHAT WE LEARNED IS THAT: