Kozel mix at Romanian Design Week. Thirteen micro-influencers. From drafts to draughts.
Kozel is the most loved Czech beer in the world, with 2 flagship flavors – Kozel Premium and Kozel Dark. The first batch of Kozel is a dark beer brewed in a 60 hectolitre cauldron on 15 December 1874 in a small brewery in Velké Popovice. The brand in Romania is under Ursus Breweries’ banner.
Thirteen micro-influencers at Romanian Design Week 2023.
Challenge
Promote the new Kozel mix, during Romanian Design Week 2023.
Solution
With strategic planning and keen attention to contemporary digital marketing trends, Kozel set their sights on using the unique atmosphere of a design conference (RDW 2023), sprinkling in the magnetism of influencers to amplify their reach and accentuate their brand message. 13 micro-influencers were chosen based on their previous performance, overall content quality and brand match. They given free reign to explore the event and a voucher to treat their friends at partner locations. Here they got a chance to savour the unique combination of Kozel Premium and Kozel Dark, a first of this kind in Romania. First, influencers explored Romanian Design Week and shared their perspectives and favorite locations/pieces with their followers. This primed the audience for the next wave of content.
Results
The experience of combining Romanian Design Week and a beer brand was unique – with a Reach of over 43K and more than 7.8K social interactions. Strategic collaborations, combined with insightful influencer partnerships, are key to increasing brand awareness and boosting social reach.
