Case Study: Somersby achieves doubled Facebook fans and nearly 4x engagement with Brand24

How to Increase Social Engagement

Somersby, a cider brand from the Carlsberg Group, faced the challenge of launching a new blackberry-flavored beer in Poland (March 2014) and boosting social engagement and awareness among Millennials without using traditional TV or mass advertising. The goal was to create authentic buzz and drive trial by reaching young, socially active consumers who trust peer voices.

The brand partnered with bloggers and vloggers—about 100 participants including a first wave of 13 high-profile influencers—sending personalized packages and giving creators full freedom to produce content, supported by media agencies. The campaign generated 1,243 monitored posts, bloggers reached roughly 1.62 million potential customers, Facebook fans doubled with engaged users rising nearly fourfold (3,707 engaged users), Instagram saw ~115k #somersby photos and viral video views exceeded 4 million; some stores even reported sell-outs, showing strong awareness and sales impact.

Somersby