The Purest Hard Seltzer in the World®
White Claw® Hard Seltzer, the number one selling hard seltzer in the nation¹, is a U.S. based alcohol brand that blends the simplicity of seltzer water, their proprietary Brewpure® alcohol and a hint of fruit. The result is a 100 calorie, low carb, all natural flavor that’s proudly The Purest Hard Seltzer in the World®.
Launched in 2016, White Claw® has taken the market by storm and is aimed at consumers that live balanced, active lifestyles but also want to have fun.
Inspired by the legendary White Claw wave, when three perfect crests come together to create a surge of water, White Claw® endeavored to craft a new level of refreshment as pure as the white-capped crowns.
Creating Content that Disrupts Traditional Advertising
As the Senior Manager of Digital and Social Media at Mark Anthony Brands Inc. Kellye Lopez leads the online initiatives for integrated marketing programs across the company’s portfolio of brands, which includes White Claw® Hard Seltzer. In her role, Kellye is responsible for ensuring that any content developed for White Claw® Hard Seltzer disrupts traditional beer advertising and authentically resonates with consumers both online and offline.
“As our mission to become a digital and social first company has evolved in recent years, the work executed by our team extends influence beyond our digital channels into traditional media and retail. As a result of our 360 approach, we’ve created award-winning and record-breaking work with our creative content, recognized by the Association of National Advertisers and Adweek².”
– Kellye Lopez
Connecting and engaging with consumers that drive lifelong brand advocacy and lead innovation with first-to-market campaigns is essential to the success of White Claw® Hard Seltzer.
Gaining Market Share and Awareness
Still in its brand infancy, White Claw® Hard Seltzer’s marketing goals are focused on generating awareness and earning market share. However, as the hard seltzer category sees more competition every year, it’s a challenge to stand out with consumers in a sea of sameness.
To combat competition this year, Kellye and her team are implementing a strategy that leverages their positioning as The Purest Hard Seltzer in the World®. They’re also using a clean, black and white creative style in their campaigns to differentiate from competitors, as well as trying new channels and content narratives like recipe pairings to connect with those aiming to live a better-for-you lifestyle.
Competing against the bigger, publicly funded brand powerhouses in the alcohol industry, White Claw® Hard Seltzer faces resource limitations when it comes to budget, time and manpower. They compete in an industry that has some big players with substantial resources. However, when consumers are exposed to the brand, White Claw® consistently outperforms the competition.
“We know that once consumers try White Claw®, 71% of them are likely to buy the brand again within 3 months³. White Claw® also has the highest repeat rate out of all hard seltzer brands, with 60% of consumers buying the brand 2 times or more⁴.”
– Kellye Lopez
For Kellye’s team, being agile with their marketing approach and efficient with their spending is extremely important. For this reason, they came to Shutterstock Custom in order to scale and gain efficiencies in their content production process.
Customers That Live On Pinterest
When thinking about expanding their social media footprint, White Claw® Hard Seltzer started by analyzing their target audience. Many of the characteristics of their consumers made Pinterest a natural fit.
“The White Claw® target audience is 21 - 35-year-old men and women that strive for a balanced lifestyle. These consumers live an active lifestyle and take care of themselves, but they still want to have fun in their down time.”
– Kellye Lopez
White Claw® Hard Seltzer’s ideal consumer matched well with the demographic and lifestyle characteristics of Pinterest users. They were drawn by the platform’s appeal to millennial audiences, especially ones interested in nutrition, cooking, and self-improvement.
Inspiring People on Pinterest
White Claw® Hard Seltzer decided to put resources into their Pinterest channel due to the platform being known as a place where recipe sharing, exercise inspiration and healthy living topics thrive amongst users. Similarly, the hard seltzer segment has grown exponentially over the past three years due to the rise of the healthy living consumer in market.
"We chose to participate on Pinterest in order to drive awareness of our low carb, 100 calorie beverage with the dedicated daily users of the platform."
– Kellye Lopez
When developing their marketing strategy for Pinterest, Kellye and her team knew that delivering value in their content was critical to driving engagement. Because of this they made sure their content followed Pinterest’s best practices for creative.
This meant making the easy decision to start their Pinterest efforts with content that highlighted food and recipe pairings for their product. In addition, they knew that having quality branded creative would enhance the value of that content.
A Partner that Understands Pinterest
For over two years, Mark Anthony Brands Inc. have been working with Shutterstock Custom to produce content for social media and other digital channels. So, when Kellye and her team were looking to increase their Pinterest footprint, they asked their Shutterstock Custom account team for guidance and help creating content.
“As our team has grown, and our social marketing efforts have taken off, Shutterstock has continued to pivot with us in every direction for our evolving creative needs. Their flexible contracts, production expertise and ability to deliver content that we’re thrilled with has continued to bring us back to them.”
– Kellye Lopez
Over the course of their relationship with Shutterstock Custom, Mark Anthony Brands Inc. have produced visual content that’s covered staged product shots, short videos, and cinemagraphs that drive impactful returns on their business objectives.
Establishing themselves on Pinterest with content that engages their target audience and follows Pinterest best practices was the main goal for the White Claw® Hard Seltzer visual content from Shutterstock Custom. And beyond being useful for their Pinterest channels, the content has also been reused many times since, in digital and traditional marketing channels.
“We’ve been able to repurpose the content for print and social, encouraging use by our sales, brand management, and field marketing teams. The styling, prop use and framing of the content are all consistent with our premium and sophisticated brand messaging, and highlight the clean, crisp refreshment of White Claw® Hard Seltzer. As a team, we will be using the content provided through this project for a long time coming.”
– Kellye Lopez
As engagement with the White Claw® Pinterest content continues to grow, so does the buzz around the ease of producing it with Shutterstock Custom. To see some of the recipes and visuals yourself check out pinterest.com/whiteclaw.
Learn more about how Shutterstock Custom can help your brand scale creation of visual content tailored for Pinterest best practices.
¹IRI Total Multi Outlet + Conv CYTD Ending 4-1-18
² 2018 ANA REGGIE Award – Bronze – Small Budget Campaigns
³IRI Panel Data Latest 52 Weeks ending 4-29-18
⁴Mark Anthony Brands Segmentation Study September, 2017