Paulaner

Cultural-First Social Growth for Paulaner

THE CHALLENGE:

Paulaner aimed to grow U.S. brand relevance and visibility among younger, social-first drinkers while honoring its Bavarian heritage. The brand needed to show up as culturally alive and celebration-driven on social, particularly around key moments, without relying on overly polished or inauthentic content.

THE SOLUTIONS:

We developed and executed an organic social strategy rooted in authentic moments, cultural storytelling, and shareable formats, supported by selective paid amplification. Content centered on food, festivals, humor, and togetherness, with Oktoberfest serving as a major cultural anchor.

High-performing posts were boosted to efficiently extend reach while preserving an organic look and feel.