Blue Moon The Perfect Serve For Summer
Influencer MarketingTRIBE ran an influencer brief for Blue Moon that produced 8 creator posts of the beer shared with friends in warmer weather, and the agency reports a 2.18% engagement rate.
Case in 60 seconds
Blue Moon wanted its beer shown with friends in the warmer weather, and the serve mattered as much as the drink, so the brief asked for a clear glass with an orange wheel on top.
The campaign turns on the serve rather than the bottle, because a clear glass with an orange wheel is a ritual a viewer can copy, and TRIBE quotes one commenter planning to try it at a picnic.
The Perfect Serve For Summer cast creators as hosts of the serve, asking them to photograph themselves enjoying Blue Moon with friends rather than posting a product shot on its own.
Creators submitted photos of themselves enjoying Blue Moon with friends in the warmer weather, with extra points for a clear glass and an orange wheel on top, and TRIBE reports 8 creator posts.
TRIBE reports 8 creator posts, 203685 combined followers, 4442 likes and comments and a 2.18% engagement rate, alongside quoted comments from viewers who said they would love to try the beer.
Strategy Breakdown
Creative & Execution System
Partners
- TRIBE
Results & Evidence
| Metric | Value |
|---|---|
| Engagement Rate | 2.18% |
| Likes & Comments | 4442 likes and comments |
| Combined Followers | 203.7K followers |
| Creator Posts | 8 posts |
Why TRIBE's strategy worked
- 1
Placing the product inside a social occasion, friends in warmer weather, turns a post into a plan a viewer can borrow, which is the response the quoted comment about a picnic records.
Results
3M+
Views
43K+
Engagement
34K
Brand social followers
Results
1.7M
Engagements
41.1M
Impressions
145%
Assets delivered
