Case Study: Somersby achieves rapid sales growth and massive social reach with Brand24

An Easy Way to Enhance Sales Somersby’s Cooperation with bloggers

Somersby, Carlsberg Group’s flavored‑beer brand in Poland, needed a cost‑effective way to boost awareness, reputation and sales for its new Somersby Blackberry launch. Faced with a market where influencers reach millions, the brand chose to tap into the blogosphere and social media to drive authentic word‑of‑mouth rather than rely solely on traditional advertising.

The team ran a blogger/vlogger program—sending personalized product packages with no posting instructions, coordinating Facebook amplification, and later launching a #friendsie user‑generated campaign—so bloggers and consumers created organic content. Results were strong: positive mentions rose to 84.6%, photo mentions surged (≈400% then +63%), engaged users grew ~4x, campaign reach climbed into the millions (≈1.3M for the launch, ~4.5M for Friendsie), Somersby Blackberry became the best‑selling flavored beer within a month, and annual sales targets were met within months.

Somersby