Goose Island is a craft beer brand from Chicago, owned by one of the world’s largest brewers, AB InBev.
Background and Challenge
Well established in the US market, Goose Island has been brewing since 1988 and has won fans and internationally acclaimed awards for its range of brews. But 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 just 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.
What we did
Chinese “hipsters” are different from the US, and as a result, the messaging strategy would need to reflect this. 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 positioned instead around craft and quality, implying a premium experience.
Brandigo implemented a comprehensive social media strategy on Wechat, using F&B industry leaders, bloggers and influencers – including artists, entrepreneurs, writers and DJs to spread the word. These KOLs were sent gift boxes of Goose Island swag, and posted about it on the WeChat moments feeds. Brandigo also developed weekly content for Goose Island’s WeChat account, promoting Migration Week events, telling the Goose Island story, and introducing the different craft beers.
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. Giveaways, gourmet pairing dinners, curated tastings and other activations highlighted the brand’s position – all promoted through media and bloggers.
Goose Island now has over 150 points of sale in Shanghai alone.
30k WeChat views
- Over 100 placements including front page and feature stories in leading lifestyle and specialist publications in Beijing and Shanghai
- 30,000 WeChat views
- 25 million impressions
- Goose Island now has over 150 points of sale in Shanghai
- Opened up Goose Island Brew Pub in Shanghai