Background/business challenge
In recent years, Old Tom – "the original craft beer" and part of the Robinsons Brewery family – had seen a decline in sales. Despite winning numerous industry awards, including "World's Best Beer", Old Tom was experiencing brand decline and was losing out to its more digitally savvy competitors.
Competing with these more established social media presences proved difficult for a brand with little experience in paid performance and digital marketing in general. The increasing proliferation of craft beer and ale brands – all of which are fighting for brand awareness, affinity and recall in a crowded marketplace – influenced...