HOP WTR Case Study

Social media algorithms love scenes of people having fun, partying, and making fools of themselves. How does an alcohol-free beer make headway with young people on social media while fighting against the algorithm? Well, you come to M&P.

the brief

Despite the overwhelming amount of party-culture content that floods social media every day, a movement of “sober-curious” young people is starting to make a wave.

That’s where HOP WTR lives—a flavored alcohol-free beer with added adaptogens and nootropics for benefits. The company has built a dedicated following in-store, but the team was looking to capitalize on the sober-curious audience on social media to expand their brand awareness.

HOP WTR approached M&P with the task of creating authentic, informative, and fun content tailored to the sober-centric sides of Instagram and TikTok. Our team went to work building a roster of content creators, writing social scripts, and producing authentic content…

Services Mission Summary

Social Media

Source content creators in target locations to produce authentic, relatable content and build buzz for new store launches throughout the US.
Develop TikTok strategy while navigating age restrictions for alcohol-based content.
Create overarching content themes that would build a following across Instagram and TikTok.

Analytics

The M&P Impact

+97% Follower Growth

+184% Instagram Engagement

+451% TikTok Engagement

+234% Instagram Traffic

+273% TikTok Traffic

48% Campaign ROI

OUR SOCIAL MEDIA STRATEGY?

Script & Content Planning

Once the pieces are in place, it’s a simple act of creating ideas and scripts for the many situations that fall under the campaign. The M&P worked with HOP WTR to edit scripts, coordinate with content creators, and present social videos to fill the feed.

Campaign Ideation

After research gives us the direction, we build the compass. Campaign ideation consists of our team building storylines for our social arc. For HOP WTR, we built the Ain’t That Your 30s? campaign that focused on the millennials “not able to hang anymore.”

Launch & Optimize

Every social media profile is a living, breathing tool in a marketing arsenal. That’s why, when M&P launches a campaign, it goes through rapid optimizations to perfect the tone, person, timing, and placement of each social post.

More! More! MOREEEE!

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+97% Follower Growth

+184% Instagram Engagement

+451% TikTok Engagement

+234% Instagram Traffic

+273% TikTok Traffic

48% Campaign ROI

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