Pavone and Yuengling team up on award-winning social media campaign

Founded in 1829, D.G. Yuengling & Son holds the distinction of being “America’s Oldest Brewery.” The company also shares the title of the nation’s largest American-owned brewery. While they excel at making beer, Yuengling knew they had yet to reach their potential in terms of a social media presence.

In 2012, Yuengling turned to Pavone’s digital media team to help the 183-year-old brand energize and grow its Facebook and Twitter fan bases. The result is proof that a brand founded in the 19th century and steeped in old-time tradition really can thrive in the fast-paced 21st century digital world.

Since Pavone and Yuengling began working together in May 2012, the brand’s Facebook and Twitter pages have thrived, producing the following results:

• A 75 percent increase in Facebook “Likes”
• A 350 percent increase in total brand reach on Facebook
• An 1,180 percent increase in the number of people talking about Yuengling on Facebook
• A 53 percent increase in Twitter followers
• A 595 percent increase in brand reach on Twitter

Recently, our teamwork was recognized by the Keystone Chapter of the Public Relations Society of America with an award in the category of “Interactive PR/Social Media.” Awards are nice, but we think you’ll agree that the results of the campaign are even better.

MARKETING LESSON: Just because your brand is nearly two centuries old, it doesn’t mean you can’t learn a few new marketing tricks.