Giving Aussies the skinny on a full-flavour, low-carb beer

Our brief was simple: convince Aussies to try Skinny beer, a new low-carb lager from the UK. The only problem was that Aussies were already very familiar with low-carb beers – and many had already written them off as bland. Aussies simply didn’t believe that a low-carb beer could be as full on flavour. It was up to us to change that misperception. 

A savvy social strategy on a skinny budget

Despite having a very modest budget to work with, we knew we wanted to push our message as far and wide as possible. To do this, we first collaborated with the team at Skinny to develop a comprehensive go-to-market strategy, considering everything from competitors (of which there were many) to audience segmentation, TOV and the optimum channel mix. Together we decided the best way forward was to go big on social and target health-conscious drinkers, so that’s exactly what we did.

Getting our social butterflies to spread their wings

To create a Skinny social presence quickly and cost effectively, we developed a streamlined in-house process that covered shot planning, photography, retouching, animating and writing. This efficient process allowed us to capture a raft of fun and engaging content in a very short timeframe.

Brewing up a compelling competition

There may be no such thing as a free lunch, but there was definitely such thing as free beer! We ran a competition where lucky winners received a slab of Skinny just for liking our photo and tagging their friends. Such an easy-to-enter mechanic saw hundreds of entries and plenty of free beer in the hands of thirsty fans.

Influencing the influencers

To get our message out to health-conscious social drinkers, we contacted lifestyle influencers around the country and asked them if they’d be happy to spread the Skinny word to their huge fanbases. They were more than happy to oblige – all it took was a few boxes of Skinny beers.

Drinking in moderation meets community moderation

Not only did our social content let Aussies know the skinniest way to quench their thirst, it piqued their interest big time. They had lots of questions, and we had lots of answers – pre-prepared and laden with personality to make community management a breeze.

Stats or it didn’t happen

To keep a close eye on how many likes, loves, clicks and eyeballs we racked up, we created comprehensive monthly reports for our client. This was invaluable in helping us take our learnings from what worked best and making sure that next month worked even harder. Some noteworthy stats over the first 2 months included:







The project covered

Social strategy | TOV creation | Community moderation | Competition management | Creative content development | Production | Photography | Animation | Copywriting |