Beer for Beards

Sourced Market were looking to raise awareness of their pop-up Retox vs Detox store, in Old Street, to help maintain media momentum. From this brief, Beer for Beards was born.

The Beer for Beards initiative worked by asking Londoners (mostly men, but the ladies were welcome too...) to submit a photo of their facial hair, and in exchange they would be given a delicious FREE beer – who wouldn’t want a free beer?! All photos that were displayed on the beer for beards board in-store, were entered into a competition to win a beer-related prize.

To add gravitas to the competition, we shortlisted some of London’s top male grooming companies and secured Captain Fawcett, one of London’s leading facial hair experts to judge the competition and come along to the launch.

We created a phase one press release to announce the Beer for Beards initiative.  This release also announced the partnership with Captain Fawcett and informed people that a winner would be chosen at the Beer for Beards event on 26th March between 7pm-9pm. The first phase of the activity generated credible coverage in trade media outlets, that were highly related to the target audience.

In preparation for the event, we liaised with media contacts in the following sectors: food & drink bloggers, consumer lifestyle, trade and men’s interest magazines. We managed to secure four media contacts from these sectors to attend on the night.

Social media also played a big part in helping to raise awareness of the event and pushing for more entries. We worked directly with Sourced Market’s social media agency, by giving them a full brief of what was required in order to meet the client’s expectations.

The event had a great turn out and the Sourced Market team were very pleased with how happy and friendly the attendees were. We then created a phase two press release to announce the winner, and followed up with the media that attended the event to secure coverage from the night.

Share, it makes sense