We emailed Canadians nationwide and invited them to tell someone special how they feel in a way that has never been done before: by transforming their favourite beer into a Valentine’s Day Beer-gram: a Beer-themed Valentine’s Day greeting our customers can print and/or share online.

Molson brews beer enjoyed by Canadians almost everyday of the year. However, there’s one occasion when they seem to forget about their favourite brew: Valentine’s Day. Our task was to create an entertaining email experience that would entice existing customers to engage with their favourite beer during this occasion when it is not traditionally considered.

In just one day, our heartfelt Beer-gram email campaign far exceeded the performance of any of our previous campaigns. Compared to our average, user click-through increased 3.8 times, shares through social media increased 11.6 times, and the resulting click-throughs from those shares increased 26 times. Our Beer-grams received an impressive 74,394 social impressions – which is 7.5 times more than Molson’s previous highest email campaign, and 10.5 times better than their average. These were great results from an email campaign that lasted just one day.

During Valentine’s Day, beer often loses out to wine, roses, chocolates, etc. Simply put, many consumers don’t feel beer is all that romantic. To shift their perception, we needed to make beer the catalyst for romance in a fun and entertaining way.