Escape Velocity Brewing Co.
Social Media Marketing
Introduction
Escape Velocity Brewing Co. was the first and only vegetarian restaurant/brewery in Greater Lafayette, Indiana. The new local brewpub was started by a beer-loving couple who mixed their love for aerospace and craft beers. For our social media marketing course, our team reached out to Escape Velocity to run a social media campaign for the small business.
Our team applied skills we learned in class to diversify content across social media platforms, make engaging videos, and analyze analytics to recommend next steps.
Goals
Escape Velocity had two goals:
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Raise brand awareness
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Promote their unique product positioning
Project Overview
To target both cold and warm traffic customers, I created 6 videos total (3 for cold traffic, 3 for warm traffic). Cold traffic videos introduce Escape Velocity's offerings to attract new customers. Warm traffic videos highlight unique aspects of Escape Velocity's brand to promote conversion. Video filming and editing were done by myself.
Cold Traffic Videos
Introducing Escape Velocity
This introduction video shows off the main focal points of Escape Velocity's product offerings. From craft beers and tasty food to pair to its playful space-themed interior, this video provides a snapshot of the brewery to attract more awareness.
Warm Traffic Videos
Favorite Beer Personalities
Inspired by the "What your favorite _____ says about you" trend, I created a video featuring various craft beers from Escape Velocity and paired them with different personalities. This engaging video gives a more detailed look into the different drafts of beer Escape Velocity has for a warm audience.
Market Analysis & Results
Facebook Audience Insights
Our team ran market analysis to see the estimated size and demographics of our target audience. We narrowed down our target market to those living in the Greater Lafayette area who have interests in Veganism, Vegetarianism, Brewing, and Craft Beer and Brewing. The estimated size was 26,600-31,300 at the time of analysis. Most are females (69.4%) with slightly higher percentage in the 25-34 age range.
Google Trends Keyword/Search Term Analysis
We found that most search terms and topics typically trend upwards at the beginning and end of each month. More sustained interest for search terms related to Escape Velocity's products occurred during the summer months. For instance, 'vegan food near me' and 'craft beer' experienced higher levels of interest in Indiana by +40% and +90%, respectively.
Other relevant findings showed that Google searches of 'craft beer near me' had increased 90%. In Lafayette, the search topic 'brewery' had an interest level of 100. These results backed our recommendation for Escape Velocity to run sustained Google Ads and advertising efforts on social media over the summer months to expand their customer base.
Meta Business Suite Insights/Results
By the end of our project, Escape Velocity had posted three videos, the vegetarian/vegan-friendly video on their Facebook account and the introduction and 2nd birthday event videos on their newly created TikTok (created per our suggestion).
The vegetarian/vegan-friendly video on Facebook reached 1,357 organic users and had 52 reactions (7 comments, 5 shares, and 40+ likes) after 2 days of posting. Later, engagements increased to 7 shares and 45 likes and had 666 views. Using engagements over reach, the engagement rate is 3.83%. Although engagement rates were lower than previous posts (approx. 10-30%), reach and likes were much higher (approx. 10-20 likes previously) and two followers were gained.
On TikTok, the introduction video's engagement rate was much better, at 10.58%. The post had 274 views, 29 engagements (22 likes, 2 comments, and 5 shares). The second video had a higher engagement rate of 13.24%. It had 68 views and 9 likes.