Leeds agency It Works Media appointed by BrewDog

Simon Austin's picture
by Simon Austin

Leeds agency It Works Media Ltd has been appointed as dedicated paid media partner by the craft beer firm BrewDog.

The brief is to help amplify the number of investors for the brewery’s USA Equity For Punks (EFP) crowdfunding scheme throughout its closing stages in June and July. BrewDog was seeking an agency to elevate the final 60 days of its Stateside campaign using paid social media tactics and It Works had to devise a strategy in less than 48 hours.

Using a series of metrics to target a range of audiences across the USA, including lookalike audiences as well as engaged audiences, the agency implemented its paid social media campaign within the tight timeframe.

The first BrewDog EFPs scheme for America saw a 24% increase in the average daily amount invested during its involvement as well as a whopping 755% return on investment.

It Works MD Steve Pritchard said: “It’s been a really exciting opportunity to work with such a well-known brand like BrewDog, which is recognised for their outlandish campaign tactics – not to mention great tasting beer.

“Being a small agency really played into our hands as we were able to react very quickly to the brief and maintained a hands-on approach throughout the campaign. The upshot being the ongoing optimisation really helped to drive relevant traffic and conversions resulting in the campaign’s overall success.”