Exverus, Voodoo Ranger Megabrand ad campaign brings mega sales
- Oct 11, 2024
- 2 min read
Updated: 2 days ago
How our Megabrand ad campaign helped Voodoo Ranger outpace the craft beer field
The Challenge: Competition brewing
New Belgium Brewing's wild child, Voodoo Ranger, was facing a storm of competition from challenger brands crowding the craft beer category. The brand needed more than another standard media buy to defend Voodoo Ranger's spot at the top of the charts. They needed a full 360 campaign built to match the brand's edgy, adventurous identity at scale, across every channel where their audience actually spent time.
The Strategy: An ad campaign on every screen
New Belgium brought us in to bring that identity to life across a fully digital, 360 media campaign. Working with Voodoo Ranger's visually striking, edgy creative assets, designed by creative agency Fact & Fiction, we programmatically bought a carefully chosen mix of premium CTV, Snapchat, Reddit, YouTube, and other inventory as part of New Belgium's larger marketing effort.
The Results: Mega beer sales!
The Megabrand campaign surpassed all of New Belgium's goals for the year. Cross-channel ad awareness rose 44%, brand favorability rose 23%, and business sales grew 26% year-over-year, with the product line surpassing its full-year sales targets.
Our work was recognized industry-wide. It won Best Alcoholic Beverage Marketing Campaign at the 2024 MediaPost OMMA Awards, and Adweek Media Plan of the Year for Best Use of Programmatic Media. Live Rangerously!
About the Director
As Associate Media Director at Exverus, Shelby’s media planning team (currently serving New Belgium & Bell's Brewing and Right Guard) combine fresh, creative ideas with sharp, precise data for industry-leading results. Shelby's work ethic and expertise have earned Adweek Media Plan of the Year, MediaPost OMMAs, & The Drum Awards. She previously ran media strategy for McDonald’s, Corona & Corona Hard Seltzer, plus entertainment properties across multicultural audiences.
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