How a Texas beer improved share 75%
just by being Texan.
ZiegenBock is a unique Texas beer brewed for Texans, by Texans, in Texas. With a new visual identity and packaging in place, it was our job to create a campaign that brought this Texas beer to the top of the consumer’s mind.
THE BOCK STORY
The beer had been around for quite some time, but it had failed to reach any significant awareness in the mind of the Texas consumer. With our biggest competition, Shiner, being named after a Texas town and owning the Bock category, ZiegenBock needed to tell consumers how truly Texan it was.
GETTING DEEP INTO THE HEART OF TEXANS
Our strategy began by understanding the insight that Texans are proud of their state, really proud. So, we set out to tell Texans the story of our great beer through the lens of the connection it has with locations within the great state of Texas.
We then developed a campaign that would raise awareness through a mix of digital, traditional and experiential marketing. We created the Traveling Texas Tales tour that placed ZiegenBock at the center of all the places that are truly legendary in Texas.
CREATING A LEGENDARY CAMPAIGN
We utilized the packaging illustration in our art direction for out of home billboards, point of sale material, digital assets and online videos to bring awareness to our product at retail. The campaign videos leveraged some of Texas’s tallest tales to star alongside it’s most legendary beer. The campaign received 57,ooo impressions per week with another 5mm impressions delivered through our Texas artists Spotify playlist.
THE TRAVELING TEXAS TOUR
To continue the story, we recruited the state’s top influencers to travel to the most iconic Texas landmarks in a ZiegenBock wrapped Jeep to capture the heart of what it means to be a Texan. The tour picked up media coverage and their content was promoted across multiple social platforms capturing the attention and awareness of our desired market.
TEXAS MUSIC TO OUR BEERS
The campaign culminated in a concert in Houston Texas called ZiegFest where our activation lead to 20,000 cans sampled and countless shares on social media.
The results of ZiegenBock’s 2016 campaign speak for themselves. Programmatic ads delivered over 30 million impressions. The point of sale material and out of home campaign helped achieve a 22% lift in features and a 45% improvement to signage displays at retail accounts.
Increase in CTR
Increase in CTR
ZiegenBock set out to make a stand in the Texas market, but what they got was way bigger. Makes sense, because everything is bigger in Texas.