Stone & Wood .

Stone & Wood are a brewing company established in Byron Bay NSW. From humble beginnings of three mates passionate about beer & doing things differently, they are now a national household name known for their delicious range of craft beers. 

Our 2024 Master Brand Strategy involved increasing overall salience of the brand, led by the strongest performing product, Pacific Ale. Our job was to utilise paid social channels alongside a robust ATL strategy from UM, driven by a creative suite by Monster Children, and develop an approach to reach these goals. 

After years of working together on campaigns and numerous brand lift studies, it became evident that ad serving, brand lift and general consumption under-indexed across younger female audiences. Consumer research data reveals that women enjoy more flavour when it comes to beer, which lends itself to enjoyment of Pacific Ale. We knew women should love this beer on paper, but the challenge is how do we mindfully reach and communicate with this audience?

Our thought process to unlock a new category of drinker was to drive uplift in under-indexing segments, in addition to building incremental growth within our core demographic of drinker. We saw the opportunity on Pinterest due to its heavy user skew towards women (>70%) and higher average household income of user, lending itself to the premium nature of the brand. We subtly tweaked which assets we led with to speak to a predominately female audience, testing to see if more female-led imagery and videos would be favoured algorithmically.