MiXery, beer mix drink legend, aimed to become a legend on social as well. Given their, uhm... “party-prone” product range, go-to trends like naturalness, experimentation, and health were a no-go.
We made MiXery the anti-trend drink, fitted with a self-ironic attitude for the “i don’t give a sh**” generation. To properly reflect this DGAF attitude, we transformed their IG channel into Germany’s first beer brand meme page.
Instead of yet again selling the same-old summer world (like our competitors), we turned the brand’s biggest challenge into its biggest strength: We positioned MiXery as the anti-trend drink – a self-ironic attitude catering towards the ”I don’t give a sh**” generation. To properly reflect this DGAF-attitude, we turned the IG channel into Germany’s first meme page owned by a beer brand.
Engagement rates skyrocketed by 159% to 337%. We gained 100x more followers compared to previous months and toasted to the most successful post since the profile’s launch.
Within the first months, the brand engagement rate skyrocketed by 159% to 337% in total. We also generated 100x more followers compared to previous months. However, what really made us pop bottles, is that we established the most successful post since the launch of the profile.