Case Study: Carlsberg achieves unified global social media management with Falcon.io

How Carlsberg managed a strategic change in their social media processes

Carlsberg, a global brewer with 500+ brands pursuing a “GloCal” strategy, faced a fragmented social presence after migrating many local pages into consolidated accounts. Marketing technologist Martin Majlund needed a scalable platform, clear governance and training, and role-based collaboration to centralize social management, improve local engagement and bring consistency to tone, policy and workflows.

Working with Falcon.io and partners, Carlsberg built a custom social dashboard, implemented permission-based governance, a local-first content strategy and streamlined workflows, and tracked three core metrics (community, engagement, mentions). The solution rolled out across 49 countries with 358 active users and 106 social channels, made social KPIs highly visible company-wide, accelerated content cycles, improved engagement and enabled ongoing data integration and ROI measurement.

Carlsberg

Martin Majlund

Marketing Technologist