Surly Brewing

CASE STUDY

The ASK

Surly Brewing, with the #1 selling IPA in the Midwest, wanted to design a scalable approach to support new product launches, including Tropical Supreme and Logic Bomb, and drive sales volume in core products such as their flagship craft beer, Surly Furious.

In addition, they aimed to highlight special promotional offers, such as a rebate, to boost brand awareness, engagement, and ultimately increase sales in the Twin Cities metro area. The campaigns were to be measured in both social and at retail.

The SOLUTION

The craft beer market is a saturated one, and to stand out, breweries needed to be bold. We got at the heart of the customer, fully understanding the purchasing journey, and designed a strategy where they were at and optimized to high intent purchasers. We led a dynamic approach that incorporated paid social on three platforms (Meta, Snapchat & Tik Tok) while also utilizing micro influencers and whitelisting to gain traction.

By promoting Surly Furious and the rebate offer at key retail locations, we focused on maximizing visibility and engagement. Our strategy also included a video engagement campaign to capture interest and build retargeting audiences for future initiatives.

Surly Brewing Co social media marketing tactics

The RESULTS

Across all three platforms and with efficiency, we helped Surly Brewing drive 50M impressions, garnered nearly 1M complete video views resulting in a 10% completed video view rate for the new brands. Our influencer campaign surpassed that, resulting in a higher than normal completed video view rate at 12.45%.

We also delivered strong results for Surly Furious: 1.8M impressions, 2117 link clicks, a 0.23% CTR, and 131,043 total engagements, including post reactions and shares, amplifying brand visibility. This approach expanded Surly’s reach and reinforced their position as a top craft beer in the Twin Cities. The targeted ad recall boosted attention to the rebate, while high engagement laid the foundation for future campaigns.

Most importantly, the company experienced record sales.

50M

Impressions

Completed Video Views