Sometime Means Today: A digital campaign that revived offline beer gatherings

The main challenge we faced in preparing this campaign was the declining interest of customers in visiting businesses in person (autumn 2019). This especially holds true for the younger generation who prefer to live in an online environment, and so this group is who we targeted in the campaign. Another challenge was the five businesses that were specifically chosen for the campaign and were mostly located in a hard-to-reach location or did not offer sufficient gastronomy. Our goal was to find an engaging idea with efficient mechanics that will get people back into stores.

We united with partners and motivated customers

We used endless, vague arguments with friends about how to “meet up and go for a beer.” We motivated the public with the opportunity to get their first beer for free by generating a code on the website niekedyjednes.sk, which we specially created. Influencers and media partners, combined with targeted advertising on social media, became the primary communication channel for this digital campaign.

We focused on attractive content and its targeting

We created a package of communication visuals, banners, and texts for support on social networks and promoted them through Facebook Ads and Instagram Stories. We decided to target by demographics and/or the neighbourhoods where our select businesses are located. At the same time, we used ad placement in messenger. Both methods have been successful and effective.

The main communication channel for the campaign became influencers, who communicated our message on their Instagram. Their job was to have real meet-ups with friends at our select companies. They also encouraged their followers to stop saying “sometime” and start saying “now.” To make it easier for fans to make decisions, social media ads directed them to a campaign website where they could easily generate a discount code. The campaign also included a strong media partnership with Refresher.sk, who helped with addressing our target group. In terms of native content, we communicated tips on non-traditional experiences and goodies that they could enjoy and taste at our select locations.

In its own design, the campaign restored the public’s desire to meet with loved ones over good food and beer. It engaged people directly, as evidenced by the more than 1,360 generated codes. And this was despite the bad autumn weather. We have, therefore, strengthened the HORECA segment with an attractive design, focusing on digital channels. We transferred people from an online environment to the “offline” environment of restaurants and breweries, where they once again enjoyed meeting up with their loved ones over good beer.