Garagista Beer Co. was new to the South African craft beer market, a market synonymous with hipsters. With minimal budget we needed to create a launch campaign that put this new beer on the map and get people talking about this newcomer craft beer. So we told them Garagista wasn't for them with a social-media driven Anti-Hipster campaign. It started with a series of posters, followed by an online video of a hipster mob hijacking Garagista's first batch of Limited Edition Craft Beer. We then recruited the broader public to help get our craft beer back. Entries came in and we responded with videos showing the beer being retrieved just in time for the official launch. Having spent only R10,000 in paid media, we generated over R25 Million in Earned Media, and got an online reach of over 79 Million, turning Garagista into South Africa's most sought after craft beer.

The campaign started with a series of posters that told hipsters this beer was not for them. This was followed by an online video showing a mob of hipsters hijacking the first batch of Limited Edition Garagista. We then ran a competition that called on the public to help track down the stolen beer in time for the official launch, where Garagista officially took craft beer back from the hipsters.

Results

• the campaign was viewed in 169 Countries, (there are a total of 195 countries worldwide)

• 79 Million Online Reach.

• R25 Million in Earned Media, with only R10,000 spent in Paid Media.

• 7924 reach for every R1 spent.

• 30689 Social Media Engagements.

• the campaign outperformed revenue targets by 15%.