BrewDog are a major craft beer manufacturer in the UK, but have a smaller share of the UK lager market.

We needed to highlight our creative character and playful personality to bring in new audiences, and share our obsession with quality beers and lagers.

Just telling people we made a wider range of beer hadn't been enough. We needed a new way in to talk with lager drinkers.

Being fans of 'That Peter Crouch Podcast', we'd heard Crouch and guests talk about his fantasy beer, 'Laout'. So had many other people: Twitter was full of examples of badly mixed drinks in search of the perfect Laout.

There was one major hurdle: the show had been hosted on the commercial-free BBC. In January 2022, we found out Peter Crouch was leaving the BBC. Knowing we had the brewing prowess to create the perfect Laout, we jumped at the chance to help.

BrewDog's audience for growth are premium lager drinkers (think Peroni or San Miguel).

Peter Crouch has huge influence with them, as an ex-footballer turned media personality. Analysis of his listener base helped us understand his audience were primarily lager drinkers, however BrewDog wasn't a go-to beer brand for them yet.

Using a podcast as the backbone of our strategy meant we could tell richer stories, just like being in a pub with your friends. The 12-week schedule meant there were ideal moments to bring in talent from BrewDog, whilst keeping the show as native as possible to the listener experience.

Twitter, our audiences' preferred platform, would then be used to engage with listeners to share their ideas: from can designs to slogans for the campaign. This was critical to ensuring BrewDog was a welcome part of the momentum and not just seen as a sponsor.

Over 12 weeks we delivered a 5-10 minute feature within the show for BrewDog & Crouch to update on the creation of Laout.

We created an outline for each show, with a key topic each week; from package design, to brewing the perfect Laout. The specifics of each show were based on listener engagement and suggestions from the previous week.

To maintain momentum we used the Twitter accounts from Crouch, BrewDog and the podcast to encourage listener suggestions and highlight what might be coming next week.

To celebrate the creation of Laout, we recorded a final live episode from a BrewDog bar, bringing in many listeners who had made key contributions to the beer: including can design, theme tune and our "Beer Wizard" to talk about the brew. To make more noise, we bought the UK's biggest digital billboard and ran a campaign featuring designs and slogans from the fans.

- Over 12 weeks we delivered 5.5m streams and 1.1m hours of streams.

- At launch, each show delivered a listenership of at least 750k lager drinkers.

- We had an above-average listen-through rate of 86%, and a high of 99%.

- The first batch of cans sold out in 2 hours, equalling 2 cans a second.

- 85% of all orders on BrewDog.com came from new customers.

- 428% increase in eComm revenue on day of launch alone.

- 14% increase in unprompted awareness of BrewDog.

- 29% increase in consideration for BrewDog as a "beer brand for me".

- On day of launch, Laout trended in the top 10 topics organically in the UK on Twitter on the day of release: the same day Boris Johnson resigned as Prime Minister.

- Almost a year later Laout continues to be sold by BrewDog in bars and online.