We recognized that Blue Moon had so much more potential than what it was delivering on social so strategy and I decided to pitch a new social POV to our brand team.

The social POV lined up with our strategy in a very generic, lifeless way.

So, unprompted, we decided to do something about it.

Colin Jost was a new partner of ours, showing up in our new TV spots and very well received by our audience.
So we broke down his humor to show how it could form a much more fun POV:

We proved our audience already had a similar sense of humor.

We experimented with it on social and saw engagement soar.

And came up with an unhinged social POV that both our brand team and audience adored.

(more examples and stats to come)