Case studies

Major Beer Company – UnObvious Influencer Targeting


A major beer company is losing market share to wine and other spirits. As part of a comprehensive, unbranded campaign, they were interested in identifying and engaging with influencers on social media in a new way.


The biggest challenge was to determine who were the influencers on social media that this beer company should be reaching out to. The beer company wanted to talk to people, not based on the number of relationships that could be created, but based on how strong the relationships could become. They wanted to reach people who loved beer, who wrote and talked about beer, and who considered themselves aficionados.

How We Helped

We developed a tool to find what we call “unobvious targets.” An unobvious target is someone who doesn’t necessarily have a massive number of followers, but has the right kind of followers to be a key influencer. For example, Ricky has 1,000 followers on Twitter. Becky has 10,000 followers on Twitter. It may seem obvious that Becky has more influence than Ricky at first glance.

But, if Becky is writing about lots of different topics, then her followers might be interested in some topics, but not others. If Ricky is exclusively writing one one topic (craft beer, for example), then it’s safe to assume every single one of his followers are interested in craft beer.We created a tool to identify these unobvious targets. We deployed a software service platform with CIA­grade algorithms that allowed the beer company to engage with key influencers in a way that was not only relevant to their audience, but also impactful to the company.


All in all, we were able to identify approximately 500 social media voices across the country that had the potential to impact over 3.5 million other beer lovers on social media. We found that people are pretty receptive to this form of targeting when the interactions were relevant, interesting and useful.