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PETE
SHELLY
COPYWRITER

// 01 WHO
// 02 WHAT
// 03 WHY
// 04 HOW

 
 

Hopsteiner

 
 
 

Read the story // Jump to the work

 

 

// What'd I Do?

 

// What'd I Do?

Copywriter

 

 

// What'd We Do?

 

// What'd We Do?

One of the world's leading providers of hops to breweries small and large, Hopsteiner is well known among established industry players, but smaller breweries and new customers found them inaccessible. I developed social strategy and creative for a series of campaigns designed to build their audience and establish an open communication channel for prospective customers.

To explore what was possible with the voice and assets of the brand, I created a branding tree, a sort of throw-stuff-at-the-wall method of determining what the brand can speak about authentically and what's relevant to the audience:



From there, I organized those thoughts into content silos to make sure we are meeting the demands of each of our audiences and keeping our topics varied (see above).

 

 

// Did It Work?

 

// Did It Work?

The resulting social campaign culminated in a series of #CraftBeerWeek posts with an organic reach of over 25,000 Twitter users, thousands of interactions on Facebook, and recognition by Twitter for being in the top 30% of effective campaigns within our targeted audience.

 

 

// What'd I Learn?

 

// What'd I Learn?

Research always wins. No matter how much you think you know about your audience, or how much a brand has relied on old models or assumptions in the past, there’s no substitute for learning more yourself, challenging those assumptions, and looking at a problem from a new perspective. Hopsteiner had no problem building relationships with big breweries, but the smaller brewers required a different approach, one that we were only able to really understand after doing our own research -- talking to the brewers themselves and going to conferences and industry events. New insights came from new thinking, and you don’t get that just going through the motions.



 

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