E.C. Kraus is a purveyor of home winemaking and beer brewing supplies. The company came to my team to increase the sales and engagement around their brewing equipment, as their winemaking tools were selling at a much higher volume. Capitalizing on the growing popularity of craft beer in the past few years, my team and I developed a campaign around a line of ad copy that I thought up: Brew Your Own Beer (BYOB).
Our campaign focused on content generation and social media engagement to show users how easy it can be to brew specialty beers at home. The initiative was reinforced with the creation of a homebrewing e-book, which resulted in thousands of site visits, downloads, and ultimately, sales.
Below, are some excerpts from the publication.