MillerCoors: Launching a brand
Goal
Launch a new brand of beer called Two Hats, aimed at capturing the hearts of 21-24 year olds who don’t like beer. Easy peasy.
Role
Scriptwriting, managing content creators, organic social, paid social, experiential production, end-to-end video production of all creative (including experiential event).
Impact
Successfully produced a digital-only campaign, a first for a MillerCoors brand launch.
94 MM+ Influencer reach
29.7% avg engagement rate
165K+ IG profile views
231K+ Clicks to 2Hats site
Surprising and delighting our audience
Beer sales were in overall decline with the 21-24 customer in favor of wine and liquor, and our marketing research showed that one of the main aspects of beer this audience didn’t like was its taste.
Our marketing research also revealed that this audience was very surprised by how cheap Two Hats was—6 tall boys for around $5. The beer also had two subtle flavor options of pineapple and lime, setting it apart from its competition.
We ran with these insights and developed a campaign all around the idea of “Good cheap beer, wait what?”
This idea was rooted in the weird and whacky aspects of 2018 internet culture, coming to life on social media and digital platforms like College Humor, Facebook, and Instagram.
(The same song plays for all spots, if you want to mute them. Imagine being in the editing bay.)
Radio
I also wrote and produced radio scripts that played on digital radio like Pandora.
Organic social
My art partner and I led ideation and execution of organic Two Hats social content. While our production budget was zero, creating daily posts with the power of photoshop was infinitely fun.
Here are a handful of my favorites.
Launch party + influencers
We knew that 75% of our target audience made purchasing decisions through scrolling, so we developed a long-term influencer campaign that involved an ongoing creative relationship with a handful of carefully selected online personalities that aligned with the “Wait, what” vibe.
My role involved selecting the influencers, directing them to create "Wait, What?" reactions to be used in spots, and guiding their creative process when concepting Two Hats content for their channels.
This campaign kicked off at an influencer summit in Chicago, which I helped concept and bring to life.
