The primary goal was to drive awareness and sales of Outland Stout across Hall & Woodhouse pubs, with the ambition to outperform other stout brands at point of sale. The campaign needed to educate guests on the product while creating excitement ahead of launch and momentum once it landed in pubs.

To support the launch of Outland Stout, I created a structured four-week social media strategy, split into a two-week pre-launch phase and a two-week post-launch phase. In the lead-up to launch, content was designed to intrigue and educate audiences, building anticipation through teaser-style posts. This phase focused on sparking curiosity and positioning Outland Stout as a confident challenger within the category. Following launch, the strategy shifted to driving consideration and action, with product storytelling and flavour-led messaging. This full-funnel approach ensured social media played an active role before, during and after launch, maintaining momentum and supporting commercial goals.

The campaign successfully built anticipation ahead of launch and sustained momentum once Outland Stout landed in pubs. Within the first three months of launch, Outland Stout captured 50% of competitor sales within Hall & Woodhouse’s pubs, demonstrating the impact of a well-executed social media campaign in influencing choice and supporting commercial performance in a highly competitive category.