Purity Brewing Co•

Purity partnered with M3.agency to amplify their brand stories and activate campaigns for their driver beer brands across social media channels.

The challenge•

Purity has built a strong brand famous for its quality range of cask ale brands. As their driver brand portfolio has grown to have more lager and IPA brands, Purity's ambition is to unlock new audiences through paid and organic social media, as well as event partnerships. Whilst remaining sympathetic to the current audience of cask ale drinkers, Purity wanted to present a more progressive, energetic brand across its digital channels.

The method•

M3 facilitated a series of workshops that allowed our team to collaborate with Purity stakeholders, gaining a clear understanding of the brand, the product brand portfolio, the people and their ambition.

M3 then built a content marketing plan developed around Purity's core brand pillars, brand narrative and campaign ideas that were then worked into a content marketing strategy. Music Festivals across the summer months were a key element of the strategy to expose and align the brand to new audiences. We activated content around those festivals to build anticipation pre-event as well as on-the-ground content at the event, followed up with post-activation content after the event.

The solution•

The solution comprised of multi-channel activity to elevate the brand, unlock new audiences and position Purity as a more progressive beer brand.

Our deliverables included:

A strategic organic social and paid social strategy activating the core brand pillars - Pure Quality, Pure Community and Pure Eco
Creative campaigns and design of assets
Videography and photography - product, people, food, events
Vox pops and customer engagement at events
Management and growth of their social channels

To support our organic content, we also created a paid social strategy - driving new audiences to the website to purchase beer through the eCommerce store.

Purity beers are exceptional, as is the brand itself - A real heart and soul brand. There are so many captivating stories happening everyday that the challenge is to prioritise and balance what's important to the audience and the brand itself. It's easy to get carried away on a content theme so we always go back to the brand's key pillars - Pure Quality, Pure Community and Pure Eco. Purity was founded on those pillars so we make sure everything we do offers their audience a window into them. It's about constantly bringing a new creative energy whilst remaining true to the brands heritage.

Rob Pollard Client Strategy Director at M3.agency

The result•

In our 12+ months of partnership, we have achieved significant growth in social media engagement across Purity's primary social channels; Instagram, Facebook and LinkedIn. We have elevated the content through the introduction of video and motion graphics to effectively amplify Purity's brand and product stories.

147%

Increase in Facebook engagement

661%

Increase in accounts reached on Instagram