As the largest beer festival in Brazil, the FBC brings together breweries from across the country and attracts an international audience of tourists and judges. To reach a new and younger audience, we created fresh, trending, and humorous content for Instagram reels.
The brand's biggest problem was low engagement rates and a limited reach of the content, which meant that the event was not being discovered by new audiences. The page's engagement rate was only 4.35%, so we decided to rebrand the event and position it as a fun and friendly festival that everyone would want to attend. We used trending content from TikTok and Instagram Reels, created memes about the festival, and developed funny content to appeal to a wider audience. This new strategy was successful, as the engagement rate increased to 13.76% within the first week. We also collaborated with digital influencers who matched the new brand image, and used trending sounds on Instagram Reels. By doing so, we were able to expand the event's reach and attract new followers to the page.
People go on the internet to watch funny and interesting things and to connect with friends. They love sharing funny content with each other, and that's the main point of our campaign: to create funny content that will bring friends together, just like the Festival
itself - connecting people over a beer.
WHAT WE LEARNED IS THAT: