Fact & Fiction was recently featured in Adweek for our relationship with Fort Collins-based New Belgium Brewing and the incredibly differentiating and successful work on the Voodoo Ranger line of craft beers. When we began the relationship in early 2019, and with a craft beer category in decline, we set out to differentiate Voodoo Ranger from the incredible “sea of sameness” in the category - beaded brew masters sniffing hops, self-indulgent hipsters talking about the virtues of “craft” and beer posed in picturesque landscapes.
“The beer community sometimes takes itself too seriously,” our founder Kyle Taylor told Adweek. “Beer is fun, so shouldn’t how we connect with consumers be fun too?” With this in mind, our team decided to take a different route, understanding the ideal channels to build brands are inherently very human.
We had a potentially iconic (if activated) brand character on the bottle artwork, so we brought him to life in social and gave him a unique voice, point of view and storyline development on Instagram. Through lighthearted humor, quick wit and understanding social culture, we quickly established Voodoo as the most loved, sarcastic and self-award social media spokesperson in the category.
As the Adweek article cites, “the average Instagram engagement rate for business accounts with between 10,000 to 100,000 followers is 1%. The Voodoo Ranger account saw organic engagement of 8.53% in 2020.”The Voodoo Ranger Instagram follower base has increased from just a little over 1,000 when Fact & Fiction started to over 61,000 advocates.
Building a brand that has incredible social engagement also leads to some happy surprises and unplanned momentum along the way, like when Elon Musk tweeted about Voodoo Ranger Starship IPA. And we learned the depth of Voodoo love when a May the 4th parody Star Wars Day action figure post went viral, resulting in Fact & Fiction concepting and launching the Vootique, where fans can purchase unique Voodoo Ranger gear, trinkets and keepsakes beyond beer.
In the end, it’s not all about entertaining an audience. Our approach is good for business. Over the past two years Voodoo Ranger has become the fastest-growing craft beer in the industry, with 2020 sales increasing over 80% with revenues topping 90M. Voodoo Ranger now accounts for an incredible four of the top 30 best selling craft beers nationwide, with all Voodoo product SKUs increasing double-digits.
As Kyle Taylor says, “People don’t want to just buy stuff, they want to buy into something. Voodoo Ranger is a dang good beer, but it sure doesn’t hurt to give people a reason to pay attention beyond the product.”
Read more in the Adweek article here.