As COVID-19 reshaped our 'new normal,' we reshaped our programming and I was fortunate enough to lead the 2020 re-branding, social strategy and community management for Anheuser-Busch InBev’s Golden Road Brewing social channels (including but not limited to Instagram, Snapchat, Twitter, YouTube, and Facebook). I identified cultural moments and forecasted trends to integrate into the brand and expand the audience. Managed outside creative agencies, partners and vendors on behalf of Golden Road’s social media marketing team.
We rebranded with socially responsive programming which included supporting organizations, beer tutorials with influencers, providing reliefs in a time of need, entertainment and brand support. As a result (compared to 2019) we garnered 27M impressions, engagement being up by 96%, and ER being 1.96% higher than Food and Beverage industry standard.
