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Gordon Biersch Brewery is a chain of craft breweries and restaurants known for its handcrafted German-style lagers and ales, founded in Palo Alto, California in 1988.
Gordon Biersch Brewery opened its first location in Taiwan in 2006, with a restaurant and brewery in Taipei, and has since expanded to other major cities in the country, offering its signature handcrafted beer in Taiwan.
When it comes to Taiwanese culture, drinking is not considered an essential aspect. Instead, people tend to consume alcohol mainly during meals, where social bonding is primarily established around food. As a result, alcohol is viewed more as an accessory than a crucial part of the experience.
To gain a better understanding of the market and the problem at hand, I conducted a comprehensive analysis of the main competitors, including craft beer restaurants, American restaurants, German-style lagers and ales, sports bars, and others. I also extensively reviewed customer feedback for various craft beer restaurants and joined a Taiwan Craft Beer Club Facebook group that focuses on handcrafted beer and premium products.
To underscore the annual Oktoberfest cultural celebration, the spotlight will shine on the seasonal Festbier and the first-ever GB Traveling & Living Cooler crafted beer truck in Taiwan.
To incentivize Oktoberfest participation and promote the use of the "GB Life" mobile app, GB will offer a non-saleable 10th Anniversary Limited India Pale Lager (IPL) as a gift along with the purchase of a gift card on the app.
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To enhance the Oktoberfest experience and promote the German-style lagers and ales, I will feature the classic Bavarian Sausage Platter in a Facebook post. This platter offers a chance to taste three distinct flavors in one go.
To ensure consistency in our social media posts, I have established a voice and tone guide that we will adhere to.
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To ensure clear communication on social media, highlight GB's German heritage, brewing expertise, and traditional methods for crafting lagers and ales while creating a welcoming and social atmosphere.
When writing for GB, use a tone that resonates with customers. The marketing persona will continue to emphasize GB as a quality, approachable brewery and restaurant that values community and sustainability.
Always think about user needs and business goals. To prioritize the needs of our consumers, we must always strive to share GB's mission and values, thus creating potential brand advocates.
A sense of excitement, celebration, and community.
As the social media marketing specialist and designer on the team, I manage the Facebook account including content creation, visual design, copywriting, voice and tone, and arranging content pillars.
The visual design aspect emphasizes creating a refreshing visual narrative for GB's craft beer that would resonate with its core white-collar audience. This is particularly important for Oktoberfest, which runs in October when the weather in Taiwan is hot, clear, and relatively dry, making it perfect for a soft and limpid Festbier.
Based on the PR team's press release, I focused on highlighting GB's German heritage, brewing expertise, and traditional methods for crafting lagers and ales. To promote a cultural experience beyond just drinking, I also emphasized the on-site-only crowler iCAN to-go service on Facebook.
Steven Liu, Digital Marketing Manager
Kai Wang, Account Supervisor
Rex Chang, Senior Account Manager
I manage the Facebook account including content creation, visual design, copywriting, voice and tone, and arranging content pillars.
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While we were unable to track specific metrics for the Oktoberfest event due to it being outsourced, we received positive feedback from both the client and consumers on the social media content created for the event. Our photos and posts captured the essence of GB and its audience, showcasing the Festbier, the first-ever GB Traveling & Living Cooler crafted beer truck in Taiwan, and the classic Bavarian Sausage Platter. This content helped to build excitement, celebrate the cultural event, and promote community around GB's craft beer.
Although we were not able to measure specific outcomes such as engagement rates or sales, the client expressed satisfaction with the results of the campaign, and we are proud to have contributed to the success of this event.
