We are known as the the ones that bring the fun, but we weren't acting like it on Instagram. We needed to become more relatable and more engaging for our emerging audience on Instagram. Our objective was to be one of the top social media accounts in terms of engagement online.

We decided to approach the platform like our fans' favorite meme accounts to unlock new possibilities to join culture with our product at the center of it all. But as good as we are with beer, we don't know memes, so we asked our fans for help.

CONTEST: We searched for a CHIEF MEME OFFICER to help us get it done!

SPARK UGC: We opened it up to our fans and encouraged them to get in on the action.

DRIVE CULTURAL RELEVANCE: We created popular memes, GIFs and trends while also creating our own culture.

HAVE INFLUENCER MINDSET: We partnered with influencers to make meme content for our key passion points

HERO PRODUCT: We challenged ourselves to make the product the hero of most stories. No matter how outrageous that was.

We decided to approach the platform like our fans' favorite meme accounts to unlock new possibilities to join culture with our product at the center of it all. But as good as we are with beer, we don't know memes, so we asked our fans for help.

On August 25th, we started the search for our CHIEF MEME OFFICER, and after a month, we found our person and brought him on for a contract position.

During that time, we opened it up to our fans and encouraged them to get in on the action. We created popular memes, GIFs and trends while also creating our own culture and we partnered with influencers to make meme content for our key passion points

We went on to hire this CMO as a full-time copywriter. He still works with us!

CHIEF MEME OFFICER TOTAL IMPRESSIONS: 612M

INSTAGRAM ORGANIC EARNED IMPRESSIONS: 22.3M

2020 INSTAGRAM FOLLOWER GROWTH: +50K

2020 INSTAGRAM ENGAGEMENT vs 2019: +33%

2020 INSTAGRAM MERCH SALES vs 2019: +210%

And yes, went on to hire this CMO as a full-time copywriter. He still works with us!