Case Study

A gluten-free microbrewery saw an opportunity to strengthen its market presence through a digital marketing campaign, positioning itself as the top choice for gluten-free craft beer enthusiasts. By utilizing digital display ads, native ads, audio ads, and Facebook, the brewery aimed to boost brand awareness among gluten-sensitive consumers and craft beer lovers. The campaign’s objective was not only to expand brand recognition but also to solidify the brewery's role as a pioneer in gluten-free craft beer. Consumers were invited to experience the rich flavor and craftsmanship that define the brand’s offerings.

The campaign’s main goal was to raise awareness of the microbrewery's gluten-free craft beers and drive foot traffic to retail partners. Targeting both gluten-sensitive consumers and craft beer aficionados, the campaign focused on showcasing the quality and taste of the brewery's products.

To maximize visibility, the campaign used a blend of third-party and geo-targeted audiences. Data from consumers who prioritize gluten-free diets and enjoy craft beer was combined with contextual targeting, reaching individuals browsing gluten-free product content or related topics. Additionally, geo-fencing targeted customers within a 10-kilometer radius of retail partners carrying the brewery's products, ensuring ads were delivered to those with easy access to purchase. This dual-layered approach—interest-based and location-based—optimized ad relevance and conversion potential.

A retargeting audience was also developed using the brewery’s Facebook ad account, re-engaging users through multiple touchpoints, which increased brand recall and consumer interaction.

To boost engagement, the campaign incorporated temperature-triggered ads. When temperatures rose above 28°C, the creative switched to summer-themed visuals, positioning the beer as the perfect refreshment for hot days. This real-time connection between the product and weather conditions made the ads more relevant and timely, increasing consumer interest.

The campaign adopted a multi-channel strategy to reach consumers at various touchpoints. Key platforms included:

• Display ads for high-visibility on popular websites
• Native ads for a seamless, organic experience
• Audio ads to capture attention during non-screen activities
• Facebook ads for social engagement and retargeting, reinforcing brand recall

This approach allowed the brand to engage audiences at different stages of their journey, from awareness to consideration.

The campaign reached nearly 850,000 consumers, driving significant visibility for the microbrewery’s gluten-free craft beers. Retailers also reported that customers began asking for the brand by name rather than simply requesting gluten-free options. The campaign demonstrated that dynamic, data-driven targeting, combined with creative adaptability, can effectively reach specialized audiences in today’s digital landscape.