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Two Hats Brand Launch

 
 

The Challenge

Beer is at an all-time decline with over 40% of losses occurring among young drinkers. In an effort to cater towards the next generation of beer drinkers, MillerCoors launched Two Hats, a cheap, light beer geared towards new drinkers aged 21-24.  

 
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The Approach

LWe launched Two Hats via a hard-hitting digital influencer campaign supported by owned social content. 

The Good, Cheap Beer. Wait, What? campaign lent itself to social memes, ridiculous influencer content and allowed us to make a hard-hitting impression on our target audience at launch

 
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The Results

The Two Hats Launch exceeded industry benchmarks and as a result delivered:

 

96%

Audience Penetration

 

19.7% 

Instagram Engagement Rate

 

 

$2.51

CPM

 

9

Influencers 

Creating Two Hats Content During 2018