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Milton Common

Case Study

Milton Common is a vibrant bar and microbrewery nestled in the heart of Milton, Brisbane. With a passion for crafting exceptional beers and providing an inviting atmosphere, Milton Common has become a beloved destination for locals and beer enthusiasts alike. However, the client faced challenges with their previous agency, which resulted in subpar results. Additionally, their social media strategy heavily relied on boosted posts, lacking strong organic content. In the highly competitive microbrewery space, Milton Common’s brewing offering (Common Ground Brewing) following on social media remained stagnant for several months.

Milton Mockup

Wins Achieved

  • Increased Organic Engagement on Facebook: Through the implementation of our refined social media strategy, we achieved a significant increase in organic engagement on Facebook. Despite the removal of boosting budget, the number of post likes remained consistent, indicating a successful shift towards more engaging content.
  • Enhanced Instagram Engagement: Our efforts nearly doubled the engagement rate on Instagram, capturing the attention and interest of the target audience. Furthermore, we increased the average monthly likes by over 30%, driving higher levels of interaction and fostering a sense of community.
  • Increased Website Clicks and Profile Views: By implementing our refined strategy, we achieved a notable increase in monthly website clicks by more than 20% and profile views by 10%. This directed more traffic to Milton Common’s online platforms, expanding their reach and potential customer base.
  • Expanded Brewery Instagram Following: In less than a year, we successfully grew the following of the Brewery’s Instagram account by nearly 50%, allowing Milton Common to connect with a wider audience and cultivate a dedicated community of beer.

Challenges Faced

  • Reliance on Boosted Posts: The previous social media strategy relied heavily on boosting posts for engagement, lacking a cohesive organic content strategy aligned with the brand’s goals and target audience.
  • Lack of Distinct Brand Strategy for Social: Former performance partner failed to apply appropriate branding, persona and tone of voice. This left them with minimal engagement, hindering Milton Common’s growth and online presence.
  • Competitive Microbrewery Space: Standing out in the highly competitive microbrewery industry posed a significant challenge, as numerous breweries vied for attention and customer loyalty.
  • Stagnant Social Media Following: Despite their best efforts, Common Ground Brewing struggled to increase their social media following on Instagram.

Our Approach

We partnered with Milton Common to revitalise their social media strategy and address their unique challenges. Here’s what we did:

  • Refined Social Media Strategy: We worked closely with Milton Common to develop a comprehensive social media strategy that aligned with their branding and business goals. This included creating compelling organic content, showcasing their unique offerings, and highlighting their commitment to community engagement.
  • Organic Content Focus: Recognizing the importance of quality content, we shifted the focus away from relying solely on boosted posts. Instead, we placed emphasis on creating engaging, authentic, and shareable content that would resonate with their target audience.
  • Targeted Platform Optimization: We analysed the social media landscape and identified key areas for improvement. By optimising their Facebook and Instagram profiles, we ensured that Milton Common’s online presence was consistent, visually appealing, and reflected their brand identity.

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