CLIENT - CAPE COD BEER
FROM CONCEPT TO
Cape Cod Beer launched in April of 2004 with only one employee and 12 customers. Though the company soon grew exponentially, their vision of exclusively selling beer locally and servicing the Cape community never wavered. Now a landmark of Cape Cod, their brand philosophy holds strong to this day.
Instead of shipping to the masses, Cape Cod Beer maintains a 30 mile radius of distribution. Odd business plan? Not quite. The tight-knit Cape community embraces the brewery as a centerpiece of local culture. Residents swarm their taproom and visitors flock from around the country. Maintaining that personal engagement is crucial for the brand.
Cape Cod Beer knows their product. They get beer, and so do their local Cape customers, but their social presence was lacking in a big way. Face to face interactions at the brewery fueled their customer base, but engagement efforts outside of the brick & mortar were necessary to drive new business.
Our goal for Cape Cod Beer was simple: tell their unique story while generating supplementary content to engage their social audience. It was time to finally get people talking and spark a buzz about the brand’s personality online.
We created a short documentary showcasing the brand story and the charm of the people who make Cape Cod Beer so special. In conjunction with the piece, we developed multiple social video posts that utilized imagery captured in the longer film. This array of additional content not only provided the brewery with more bang for their buck, but kept the conversation going on social.
GLOBAL INTERNET TRAFFIC
FROM VIDEOS WILL MAKE
UP 80% OF ALL INTERNET
TRAFFIC BY 2019.
WHY IT'S IMPORTANT
According to Small Biz Trends, 80% of all internet traffic will be from video by 2019. With no existing video presence, Cape Cod Beer was brought into the modern age with content for their Facebook, Instagram, and even Snapchat stories. It is personal connections that make their brewery so successful, and intimately bringing viewers inside Cape Cod Beer with video is as personal as social content gets.
KEY TAKE-AWAYS FROM
SOCIAL POST 1
With the use of hashtagged frames, we took portions of the most important aspects of the brand story video, created clips, and developed posts that keep the conversation going. In our example above, we remind customers why it's so important for the brand to continue selling locally.
SOCIAL POST 2
We then started building off of the main goals of the brewery. We know how important it is for CCB to talk about the impact they have on their local Cape community, so we decided to highlight this aspect of the brand story.
SOCIAL POST 3
Cape Cod is a very special and unique place, as is the brewery that lives there. People outside of the area couldn't possibly understand this culture without CCB's ability to tell the story, so we also created a clip post highlighting some of the back story of CCB.
Within the film lies snippets of loop-able content perfectly suited for social media posts. These value-adds made the production more than a single film; a sprawling cache of marketing materials.