Faxe Beer - Social Media
Faxe beer dates back over 100 years and originates from a proud beer-producing nation.
Faxe, Royal Unibrew's strategic export brand, was a generation ago just one of many breweries in Zealand (an island part of Denmark). But since the 1970s, FAXE has effectively abandoned its limited local background to become nationally distributed. It is now the lager brand that represents Royal Unibrew in the European and overseas markets.
Faxe beer is available in 7 different flavours and is sold in more than 16 countries.
THE CAMPAIGN
Beer is largely the same across continents – it’s normally brewed from water barley and barley malt. At first glance, the preferences are primarily driven by marketing and sales initiatives in the global arena.
However, Faxe is different from the rest:
- 10% alcohol strong beer range.
- Brewed to 10%, unlike many competitors that add alcohol to reach 10%.
- Water quality from Denmark is a lot higher than i.e. in Africa, and North & South America. This makes them taste a lot better than local.
- Differentiated packaging due to its unique design and 1-litre cans.
As a result, Faxe 10% is more easily drinkable and milder than other competitors.
RESULTS
The brand had never been released on social media, so our starting focus was formulating a launch strategy across multiple platforms. After this, along with our bread and butter (social advertising, copywriting, creative design), our priority was to understand the audience to gain tangible insights as to what content was performing the best and understand how each market reacted to our communications.
The key challenge was to create culturally appropriate content in each individual market and also in their local language. Using our network team, we translated over 60 posts into the local language and published localised and timely content.
We generated over 8k followers in 10 months, hitting high engagement rates of 16.2% engagement and lows of 4.8%, completely smashing the industry benchmark.
Not bad for a new product launch in 6 markets globally with regional languages and content.
With our international successes, we then entered the US market with Microstar. Find out more here.