Focusing on a strong content marketing strategy will give you impressive results. Here is how we did for Belgo on social media.
About Belgo
Belgo is a Belgian craft beer brand based in Ho Chi Minh City. Their beer is distributed in more than 200 venues in Vietnam and they have and 2 gastropubs in District 1 and District 3.
Our goals
- Increase brand awareness and engagement through social media
- Create a powerful communication campaign to embody Belgo’s DNA: classy with a Belgian twist
- Stand out from Belgo’s competitors with a unique value proposition
Our answer
Our strategy
Starseed suggested to create a unique character who embodies Belgo’s DNA: Leo the Belgian, the new Chief Inspiration Officer of Belgo. He is bold, fun, classy and his lion head is a reference to Belgo’s logo.
By developing his story-telling and his relation to Belgo, Starseed created a unique long-term campaign in order to promote the brand and its products in an original way.
Action plan
Character creation
- Look: working style and casual style
- Personality: classy, cool, funny, smart…
- Tastes: clothes, food, beer, music…
- Storytelling: where does he come from? What is he doing? What is his goal?…
Video & photo
- 1 video to introduce Leo’s arrival at Belgo
- #Getwild video series
- Leo’s personal life video series
- Photo shooting: Leo’s life at Belgo, his hobbies, his daily life…
Introduction video – Leo’s arrival at Belgo
🍺 Uh, oh… It seems that we have a new member at Belgo, and this one is in to shake things up! Stay tuned 😉
Social media
- Creation of Leo’s personal Facebook and Instagram pages to create an influencer profile.
- Creation of a social media strategy for Belgo, featuring Leo: for new products, a new pub opening, educational posts about beer and also posts just for fun
Our Results
- Thanks to Leo’s creation, Belgo doubled the engagement rate on Facebook posts:
- 8% of engagement rate for Facebook posts featuring Leo
- 4% of engagement rate for other Facebook posts
- The Facebook page like campaign is performing much better thanks to the videos featuring Leo:
- The cost per page like decreased by 40%
- Belgo is now recognized as an innovative brand in terms of marketing.
