Social Media Marketing
Finding the Balance Between Brand and People
Shifting a craft brewery's social presence from polished brand-first content to human, audience-led storytelling.
Project Overview
At Local Brewing Co., I helped refine the brand's Instagram presence by shifting from polished, brand-first content to more human, audience-led storytelling aligned with the brand's sustainability values.
Objective
To increase engagement by creating content that felt relatable, self-aware, and culturally relevant, not overly perfected.
Core Insight
People don't engage with perfection. They engage with personality.
What I Did
- 01Analysed competitors and high-performing reels in the Australian market
- 02Tracked formats, humour styles, trends, and engagement patterns in Excel
- 03Compared internal brand perception with real audience behaviour
- 04Identified successful cues from brands like Better Beer, whose casual tone drove strong connection
- 05Presented insights that informed a shift toward audience-centric content
Execution
- 01Developed 15 to 20 reel concepts aligned with brand voice and sustainability values
- 02Adapted ideas to tight budget constraints, refining concepts strategically
- 03Managed the brand's Instagram account directly
- 04Curated the feed to better reflect production, lifestyle, and storytelling
- 05Created and posted content under deadlines, including weekly trivia, promotions, and a Valentine's Day reel
Gallery
Key Takeaway
"Effective social media is driven by timing, tone, and consistency. Strong brands build experiences people want to belong to, not just products they consume."
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