Handcrafted Social for Handcrafted Lager
Jack’s Abby Craft Lagers already had a passionate following among the New England craft brew scene. But how to get their expertise to a larger online audience? They came to me, and I developed a strategy that has helped consistently grow their following year over year.
The Insight & Execution:
The crew at Jack’s Abby has a specific niche: they only make lagers. That expertise could help them position themselves as expertise through social media content on Instagram and Facebook that had to appeal to beer geeks, enthusiasts who loved going to the taproom, and an emerging audience—one including women, queer, and POC drinkers—who might be dabbling in craft beers for the first time.
With that knowledge, I worked with my fellow strategy friends and designers to deliver a social media playbook with defined content themes, sample messaging, guidelines for creating content, and best practices for community management.
The Result:
Great results always happen when the creatives and the planners are friends, and this project was no different. My team and I delivered a substantive (and frankly gorgeous) guide to succeeding on social media, and it’s working for Jack’s Abby to this day: their following continues to grow at about 5% annually, at the high end of the social industry’s 2024 growth rate benchmarks.
Agency: Rebel
Deliverable: Social Media Playbook
Designer: Larissa Topalis
Strategy: Sam Rubin and Yours Truly
Creative Direction and Copywriting: Also Me