Mikkeller Beer Beer Celebration Tokyo campaign
ROLE
Content strategy
Campaign development
Digital marketing
Advertising
Social media management
OVERVIEW
Mikkeller, the beer brand from Copenhagen, Denmark, is a globally recognised craft brew company that produces internationally loved beer and runs popular bars worldwide. Mikkeller Japan approached us to raise awareness for their craft beer event in Tokyo, which was the first of its kind held outside of Copenhagen.
Y+L Projects supported the Overall SNS PR strategy; this included activation, content creation, newsletter strategy and creation, digital marketing strategy, and campaign curation. Our proposal aimed to increase Mikkeller’s fan base by redefining their brand positioning. The campaign focused on the concept that “Mikkeller is not only a unique craft beer bar but also a community.”
The outcome contributed to the bar’s record sales and built a genuine relationship with new and existing customers. Over 2,000 people joined the event on the day, a resounding success for a debut event here in Tokyo.
Bringing the best of craft beer culture to Japan
Over 2,000 people joined the celebration
Social media was fundamental to provoking engagement and developing awareness of the brand.
TEAM
Producer: Momoko Nakamura
Content strategy: Yoichiro Tamada
Campaign development: Yoichiro Tamada
Planning: Yoichiro Tamada
Digital marketing: Yoichiro Tamada
Social media management: Yoichiro Tamada
TIMELINE
2018