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Updated: Apr 26

AB InBev, the global leader in the beer industry, has tasked us with the creation of an all-encompassing social media content calendar and strategy for three of their most iconic beers: Pauwel Kwak, Tripel Karmeliet, and Victoria. This prestigious assignment involves not only crafting a cohesive and engaging online presence for these distinguished brands but also ensuring that the visuals, strategic posting, and tone of voice are perfectly aligned with each brand's unique heritage and audience appeal.

Our approach to this project is multi-faceted, starting with an in-depth analysis of each beer's brand identity, history, and target audience. Recognizing the distinct personalities and stories of Pauwel Kwak, with its rich brewing tradition and unique glassware; Tripel Karmeliet, celebrated for its three-grain recipe and refined taste; and Victoria, known for its bold flavors and innovative spirit, we aim to develop a tailored strategy that celebrates these unique attributes.

Content Strategy

Our content strategy is built around engaging storytelling that highlights the craftsmanship, tradition, and innovation behind each beer. We plan to create a mix of content types, including:

  • Behind-the-Scenes Insights: Showcasing the brewing process, ingredients sourcing, and the people behind the beer.

  • Heritage and History Posts: Sharing the rich stories and origins of each beer, connecting fans with their legacy.

  • Interactive Content: Engaging the community with polls, quizzes, and challenges that encourage interaction and brand loyalty.

  • Event Highlights: Promoting beer festivals, tasting events, and special promotions to keep the audience informed and excited.


The visual strategy will reflect the premium quality and unique characteristics of each beer. High-quality photography, consistent branding elements, and a cohesive color scheme will ensure that the content is instantly recognizable and visually appealing. Custom graphics and animations will also be employed to add variety and engage users in a dynamic way.

Strategic Posting

Timing is key in maximizing engagement and reach. Our posting strategy will leverage analytics to identify optimal posting times for each brand's audience. We will also take advantage of seasonal moments, beer-related holidays, and global events to create timely and relevant content.

Tone of Voice

The tone of voice for each brand will be carefully curated to match its personality and audience. Pauwel Kwak will exude warmth and tradition; Tripel Karmeliet will convey refinement and sophistication; Victoria will embody boldness and innovation. Across all brands, the tone will be engaging, inclusive, and passionate about beer.

Execution and Monitoring

Our team will manage the entire process, from content creation to posting and engagement monitoring. We will adapt strategies based on performance metrics and audience feedback to continuously refine our approach and ensure the highest levels of engagement and brand affinity.

By entrusting us with their social media strategy, AB InBev is investing in a future where Pauwel Kwak, Tripel Karmeliet, and Victoria are not just seen as beers but as experiences shared and celebrated by a global community of beer lovers. Our commitment is to bring these iconic beers to life online, creating a vibrant and engaging social media presence that drives brand loyalty and love.

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