Background

Portland Brewing is one of those breweries in Portland that you have to know if you are a craft beer consumer. However, like most legacy brewers, they struggled with exposure with only flagship beers. The brand did not connect with new beer consumers. When hired, I crafted a new brand identity on social media.

Action

The actions taken were posting schedules, social branding, and art direction. These 3 major pieces helped create a real social media presence and following.

Result

Portland Brewing's social media gained increased engagement, growth in followers, and revival of brand awareness.

Statistics from 2019

Statistics from 2018

Engagement Strategy

The engagement strategy first came from post-testing. Front-loading posts to see when the posts perform the best. Then examined the types of content the brand wanted to address. Even with chosen topics, the brand could not place everything in 1 outlet. It was strategic placements that worked for both the topic and the outlet. Lastly focusing on the style of content that was possible to create.

Art Direction

Once the outline for the type of content and art direction is established, the creative could begin. This involved staged photoshoots, graphic design, and videography. Once the creative vision was briefed, we hired 1 photographer for lifestyle photos. All other content was designed, filmed, or captured by me. Then it was placed into an Instagram 9x9 grid to maximize the full direction of all creative made.

Social Media Camapigns

These “mini-campaigns” focus on aspects of Portland Brewings key foudnations and history. I developed 2 campaigns “In The Groove Vinyl Black Lager Launch” and the Mactarnahan’sXPortland Originals Campaign. the Mactarnahan’s Campaign focused on creatives and places of Portland that feed it’s creative spirit.