A new company was formed on the Russian market after the Ab InBev and Efes merger in 2018

Despite the high recognition of the company’s brands, the Ab InBev Efes brand recognition amongst its target audience was minimal. The brand’s official pages on Instagram and Facebook were a mix of corporate and consumer communications, which led to a lack of a unified feed design.
AB InBEV Efes
Corporate communications
A new company was formed on the Russian market after the Ab InBev and Efes merger in 2018

Despite the high recognition of the company’s brands, the Ab InBev Efes brand recognition amongst its target audience was minimal. The brand’s official pages on Instagram and Facebook were a mix of corporate and consumer communications, which led to a lack of a unified feed design.
AB InBEV Efes
Corporate communications
Objectives:
1
To increase the audience’s loyalty to the brand and to create a so-called “beer community”.
2
To form a relationship between particular brands and the company AB InBev Efes itself, so a loyal audience core could be formed.
3
To increase the company’s recognition by attracting new followers and expanding publication reach on Instagram and Facebook.
4
To develop a new content-making strategy based on clear social media positioning, a unified approach to visualization, renewed content-making rules and new content formats.
Solutions:
Audience engagement
We increased the audience engagement rate with the help of the expansion of content formats.
Visualization
We added 3D, video infographics and motion-animations. We increased the amount of engagement mechanics, added posts with situational news and highlighted the launch of the new products.
Reach
We increased the audience reach with the help of unique Instagram Stories and content seeding on Facebook.
Content
We added educational posts.
We went to one of the company’s factories where we had a photoshoot and where we filmed videos about the production of different beer types.
Increased the loyalty of the existing audience with the help of UGC-generating mechanics.
Results:

Despite the limits of promoting alcoholic products, we managed to achieve excellent results with the help of organic social media content.
IG followers
3,4 К
34 К
Monthly IG reach
4,4 %
ER IG
Before/After
IG followers
4,4 К
726 K
IG reach
5,7 %
IG ER
IG
Подписчики FB
5 К
204 К
Monthly FB reach
0,69 %
ER FB
Before/After
FB Followers
5,9 К
2,5 M
FB reach
8,96%
FB ER
FB
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