In Argentina, Warsteiner is perceived as a strong, bitter beer with a strong body. It’s not a popular brand in the country, where beers are traditionally lighter and softer.

That’s why the Brand’s territory is “If you like it, fine”, alluding to the fact that it’s not meant for everybody.

The main communication channels are social media platforms, mass communication on TV is not an option.

Our challenge was to launch the first variety of Warsteiner in Argentina: Dunkel.

The ROI had to be very high to sell out this limited-edition.

We relied on a well-known insight in Argentina: due to inflation, when users post an item for sale on social media, they don’t list the price; instead, the buyer has to ask about the price via inbox (through a private message) because since prices may vary from one day to the next, sellers don’t post them to avoid conflicts.

Warsteiner put up a post, inviting followers to send them a private message on social media platforms to find out about their new limited-edition variety. Unless you did, there was no way to find out what type of beer it was or where it could be purchased.

Because it was a limited-edition beer which really isn’t for every palate, we wanted only those who really love the Brand to find out about it, no one else than our social media followers.

We also needed them to live near the points of sales of this new variety of Warsteiner, so this was also one of the segmentation criterion for our social media campaign.

We posted a text on our social media platforms on December 11th 2017, that said: “We launched a new variety of Warsteiner that's not for everybody. That's why we're only introducing it to those who inbox us about it. If you like it, fine.”

To get back to people who wrote us, we put together a team of community managers, copywriters, and art directors who replied to each and every one of the them with a customized message that required them briefly checking out that user’s profile to make a witty comment about their names or profile pictures. That’s how each of the over 12,000 people who wrote us got information about Warsteiner’s new variety and where they could purchase it.

Warsteiner’s new variety was sold out in just 2 weeks.

Paid reach: 207,483

Organic reach: 23,038

Incoming messages: 12,534

Outgoing messages: 12,534