An Influencer Marketing Campaign to Re-energize Pabst Blue Ribbon Beer

PROBLEM

Pabst Blue Ribbon had suffered from years of continuous sales declines and wanted to reverse this trend.

SOLUTIONS

* Tap into pre-launch WOM about the brand to understand how the brand was currently being perceived in the marketplace
* Redefine the brand using the learnings garnered from listening to marketplace WOM
* Create a program to turn brand learnings into an actionable and scalable WOM/Influencer marketing program
* Develop Influencer training academy called "buzz hub" to convey PBR stories, spirit, and history
* Support ongoing activities of Influencers by consistently delivering interesting and relevant brand stories about PBR via weekly conference calls, email blasts, and bound compendiums of PBR happenings through out the country
* Facilitate locally relevant events using buzz, community, and evangelist tactics

RESULTS

* 7:1 net return on marketing investment
* 4,000,000 incremental cases added over three years
* Expanded base of drinkers while maintaining a loyal core set of customers
* Dramatic increase in distributor demand
* Brand had the highest growth rate in its category.
* Brand's growth rate grew quarter over quarter over length of the program.
* PBR became a national phenomenon once again, with sales exceeding goals and buzz about the brand growing by leaps and bounds.
* To this day, PBR remains one of the most buzzed about brands with legions of loyal Influencers always looking to bring new people into the PBR lifestyle.

Credit Information
--------------------------------------
Client: Pabst Brewing Company
Agency: Liquid Intelligence
Budget: Undisclosed
Date of Campaign: 2002 - 2005