Pabst Blue Ribbon
The Problem
With one of the most passionate and vocal fan bases in the beverage space, PBR had a built-in community of die-hards showing up online every day. The issue? They had nowhere to see and be seen. Pabst Blue Ribbon had a fiery fanbase just waiting to be activated.
The Ask
PBR needed a social strategy that could keep pace with their fans, and not just post at them but genuinely engage with them. The goal was to reward the community for their enthusiasm, grow meaningful interaction across Instagram and Twitter, and build a content engine that felt as authentic and unfiltered as the brand itself.
The Insight
To the biggest fans, Pabst Blue Ribbon isn't just a beer, it's a badge. It represents being yourself, doing what you love, and connecting with those who do the same.
The Approach
The new approach leaned into what made PBR's community special and built a strategy around it. That meant sourcing and amplifying fan-generated creativity, partnering with influencers who actually fit the culture, and crafting fresh copy with a voice that felt native to the platforms. I led influencer identification and outreach, fan collaboration, social strategy, and ongoing performance reporting to create a cohesive presence that celebrated the fans as much as the beer.
The Solution
Consistent Surpise & Delight
With influencer-hosted live giveaways, we gave PBR loyalists regular opportunities to engage with their favorite brand and show their fellow fans just how dedicated they are.
Experiences Built To Spark Conversation
Aligned with the Pabst is the Place campaign, an in-person motel was retrofitted to supply nosetalgia and joy with rooms dedicated to different Pabst-memorobelia themes. Engineered to drive conversaiton online and offline, this motel existed at the interection of organic social, PR, and paid media strategy.
Influencer Partnerships
With all activations and initiatives, creatives from across the internet were recruited to bring their unique skills and abilites to the Pabst Blue Ribbon content ecosystem.
Fan Service Done Frequently
Pabst represented a gateway to community and creativity, so creators and designers with a soft spot for PBR were leveraged through limited edition merchandise and more.
The Numbers
+400%
Increase in Twitter reach vs Industry benchmarks
+86%
Year over year increase in followers across platforms
Over 5,000
Community management actions
+250%
Engagements per post compared to industry benchmarks
