Young's Beer - Case Study | Richmond & Towers

YOUNG’S BEER

How we transformed Young’s social media presence.

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Giving the original LONDON ale a fresh new look

The Results

Annual impressions

Exceeding KPI with 10+ million social impressions – almost doubling reach within a year

Well liked

500%+ increase in post likes across Facebook and Instagram

Engagement rate

Triple the industry average

New fans

A substantial increase in followers across both Facebook and Instagram, with 10% of new followers aged between 25-34

The Task

Although Young’s is a heritage brand with a 192-year history, overall brand awareness was low. In an increasingly crowded market, the ale lacked a sense of identity and was losing its appeal to London-dwelling pub goers and tourists seeking a taste of the city. Our job? Revamp Young’s social channels to re-establish Young’s the OG beer of London to re-engage loyal ale drinkers and recruit new consumers.

Insight

Just like London, the beer industry is busy, with world lagers and craft beers increasingly taking up valuable bar real estate. This, coupled with a declining ale category and ageing demographic, meant we needed to spark an emotional connection with our audience. And if there’s one thing Londoners have in common… they have a whole lotta love for their city.

THE IDEA & EXECUTION

To set them aside from the competition, we wanted to showcase how Young’s is so much more than a pint of ale – and not to be confused with Young’s Pub Company –by putting the brand’s London identity front and centre. This meant dialling up its provenance story and introducing a tongue-and-cheek Londoner TOV, across all content, relaying the message that Young’s is the beer from and for London.
Bringing this to life required a total social media overhaul, with clearly defined brand pillars and a content shoot to capture premium imagery and video for always-on. To pique interest and drive engagement around key sales periods, we introduced activity bursts and collaborative influencer posts alongside hero campaigns, designed to shine a spotlight on the people and places that make London, London.
First up, our Young’s For London series celebrated the landlords, bakers, and writers that make those gloomy days a little brighter, bringing warmth and emotion to the feed. The familiar faces combined with new image assets and engaging animations resulted in a 405% increase in social media likes. We also collaborated with a bunch of iconic influencers to celebrate 192 years of Young’s, on Young’s Day, which resulted in trendy reel-style content to engage new, younger fans, achieving a reach of over 700k.
Next up, our Find Your Flock series showcased how a proper pint, paired with likeminded interests can bring people together. We highlighted the wonderfully diverse event happenings in Young’s pubs around the city, captured within new, authentic image assets; all accompanied with a pint of London’s no.1 ale in hand.
All of this was underlined with a strategic geotargeting campaign to support key London moments throughout the year and pay homage to the unique traits of the different boroughs, to drive locals to their nearest pub. Using the famous Young’s ram alongside witty copy and static/animated assets resulted in 2M impressions overall.