UPRIGHT BREWING
Upright Brewing is a unique Portland brewery with a devout following of beer enthusiasts. With constantly rotating taps of new brews each month, Upright needed Watson Creative's help promoting its ever-changing taplist on social media. Through thoughtful strategy and execution, Upright Brewing's Instagram following has nearly doubled since our work began.
OVERVIEW
A project that requires drinking beer for research, you say? I'll do it.
This has got to be one of the most fun projects I've ever been a part of at Watson Creative. Don't get me wrong, it's no cake walk. Any brewery trying to make it in Portland is going to be faced with a deluge of competition. You have to create content that's unique, resonates with the target audience, and tells the story of the beer. But creating content that stands out is half the fun. Getting to work with the awesome team at Upright is the other.
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My role for this project at Watson Creative was to lead content management and strategy for all social media channels. I communicated alI content needs from Upright's founder and would oversee all photo and video shoots. Finally, I managed and wrote social media content and ensured all posts were shared on schedule.
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Thirsty for more? Read on.
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HOPPY COPY
10 YEARS OF BEER
To celebrate their 10 year anniversary, Upright planned to throw a beer-laden bash in their brewery tasting room. A social media contest helped get the word out about their special anniversary brews, and the party was packed shoulder-to-shoulder due largely to the promo.
SHARING IS CARING
By inviting followers to post about the anniversary beer on their own networks, social reach was extended beyond Upright's audience.
HAVE A BEER,
READ SOME STATS
BREWSÂ TO VIEWS
Since September 2018, Upright has gained:*
675k+ impressions on Instagram
550k+ impressions on Facebook
160k+ impressions on Twitter
*as of March 2020
INSTAGRAM FOLLOWING
Since September 2018, Upright's Instagram followers have grown from ~4,700 to ~8,100 (and counting). That's a growth rate of over 70%.
Watson Creative Team
Creative Directors: Greg Needham & Angi Arrington
Lead Copywriter: Ava Goodling
Photo & Video: Summer Luu, Myles Lawrence, and Jeffrey Tan
Digital Strategist: Brenden Bittner
Designer: Phoenix Dawn | Original 10 Year Anniversary design by Lloyd Winter
Agency: Watson Creative
Client: Upright Brewing
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