Biacraft Outlet Launch Campaigns Share: Omega Digital Score Awaiting client review n/a Date Published 2 December 2019 Reading Time 5-Minute Read 107% increase in engagement rate with humorous sequential 6-second video ads in square & vertical format… all filmed AND edited on an iPhone X. The Challenge BiaCraft Artisan Ales historically struggled with generating local awareness of new outlet openings. With ambitious expansion plans for the brand on the horizon, this problem had the potential to become even worse for BiaCraft in a short time. Realizing this, Tim, the CEO, reached out to us for help with creating marketing campaigns for 2 new location launches beginning on November 1st & concluding on December 31st of 2018. The best part: Tim was more than happy to take a step back to focus on business operations while we did what we do best: build better brands. Unexpected Obstacles Originally, BiaCraft’s plan was to launch two new locations, both within District 1 of Ho Chi Minh City. However, negotiations with the landlord of the 2nd location fell through at the very last minute. What was even worse: This left us with only one week to completely redesign December’s campaign from the ground up for a new location in Tân Bình District. The problem was the people of Tân Bình District had never heard of BiaCraft, let alone craft beer. Thus, a completely different campaign strategy was necessary in order to pull off the kind of results we were achieving with November’s campaign. But guess what? Thanks to our laser focus on time-saving procedures, we were able to handle it. And handle it, we did. The Solution BiaCraft’s brand can best be described as humorous, provocative, and as Tim says, “irreverant” – this is something we took to heart, and it features prominently in the content we created for these campaigns. BiaCraft already had a consistent presence on Facebook with organic engagement averaging near 4%, so we chose it as the primary channel for the marketing campaigns to amplify the impact of our campaigns. We quickly identified 3 areas for improvement for BiaCraft: None of their content was in Vietnamese, despite over 80% of their customer base being Vietnamese. Virtually zero video content. A lack of coordinated social media marketing campaigns – each post was different and unrelated to the next. Then, after performing our usual historical performance analysis, we determined that posts with Mark, the co-founder, performed better on average. Thus, we decided to feature Mark heavily in our campaigns. Combining these findings with our mastery of the Facebook platform, we proposed something daring: two 3-week bilingual campaigns primarily consisting of humorous 6-second video ads in square & vertical format. Short-form video campaigns such as these are rare in Vietnam, and completely nonexistent within the country’s burgeoning craft beer industry. Don’t think we forgot about the challenge of Tân Bình District… In order to engage our Tân Bình District audience on Facebook, we did 3 things: Created a hyper-targeted audience by combining a Lookalike Audience with a Saved Audience. Shot videos around familiar local landmarks Tân Bình District. Created 2 contests to increase engagement & shareability of BiaCraft content, as well as attendance at the soft opening. But here’s where the campaign got really interesting: We decided to shoot and edit the entirety of these campaigns on an iPhone X to connect more intimately with BiaCraft’s fans through a raw, familiar content format. Tim was more than happy to try it out and gave us the go-ahead. The results speak for themselves. The Results Number of Posts From Omega campaigns: 22 From the previous 2 months: 30 From the same period last year: 26 Average Engagement Rate From Omega campaigns: 8.5% Per post from previous 2 months: 4.1% Per post from the same period the previous year: 3.9% We Design Videos that Engage Your Audience on Social Media Number of Videos: 14 Video Views: 155,000 Thruplays: 108,490 AVG. Thruplay Rate Per Video View: 70% Reach From Omega campaigns: 332,100 From the previous 2 months: 72,900 From same period previous year: 13,700 Average Reach Reach per post from Omega campaigns: 15,096 Reach per post from previous 2 months: 2,430 Reach per post from the same period the previous year: 527 Reactions From Omega campaigns: 4,901 From the previous 2 months: 1,369 From same period previous year: 1,131 Per post from Omega campaigns: 223 Per post from previous 2 months: 46 Per from post same period previous year: 38 Comments From Omega campaigns: 1,112 From the previous 2 months: 268 From same period previous year: 184 Per post from Omega campaigns: 51 Per post from previous 2 months: 9 Per from post same period previous year: 7 Shares From Omega campaigns: 212 From the previous 2 months: 43 From same period previous year: 25 Per post from Omega campaigns: 10 Per post from previous 2 months: 1 Per post from the same period previous year: 1 Page Likes Acquired from Omega’s campaigns: 671 Acquired from the previous 2 months: 530 % increase: 21% Budget Ad Spend Budget: $2,000 Investment in Omega’s OPTIMIZE + ADVERTISE – SOCIAL MEDIA – ESSENTIAL plans: $2,000 Total Budget: $4,000