Case Study: Carlsberg achieves unified global social media management and measurable engagement gains with Brandwatch

How Carlsberg managed a strategic change in their social media processes

Carlsberg Group, the Copenhagen-based brewer behind hundreds of beer brands and a “GloCal” push to grow faster globally, faced the challenge of consolidating dozens of local social pages and standardizing social processes across markets. They needed a scalable, collaborative system to enforce governance, enable local storytelling, and simplify workflows among brand teams, agencies and regional managers.

Carlsberg implemented a unified management process with role-based permissions, a local-first content strategy and streamlined workflows, then built a custom social dashboard tracking community, engagement and mentions via integrated APIs. The platform rolled out across 49 countries, activated 358+ users and integrated 106 social channels, putting real-time social KPIs on company screens and enabling data-driven links between social tone, brand health and sales.

Carlsberg

Martin Majlund

Marketing Technologist