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Case Study

Beamish

Our Client

Beamish (Heineken Ireland) 

Goals:

Grow the Beamish brand on Instagram

25%

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180%

Follower growth

Tapping into the Beamish community

In 2024 Heineken Ireland entrusted 3B1 to use social media to grow the Beamish brand across the country through organic content creation. From market research we determined the brand’s unique persona and developed this into a distinct tone of voice and art direction. Grounded in the truths of the brand and its consumers, we created a social media presence that was refreshingly different to both Guinness and Murphy’s.

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Engagement through authenticity

Across generations, Beamish has a cult status in Ireland, with many fan accounts on social media. We achieved a 25% engagement rate on its official Instagram by creating content that connected with this audience authentically. Our strategy was to put quality above quantity. Each post we crafted had to resonate with Beamish fans and stout drinkers in a way that other stout brands couldn’t.

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