This document outlines Ballast Point's social media launch strategy for their new Fathom IPA beer from September to October 2017. The goals are to effectively communicate the brand attributes of Fathom IPA to reach new male millennial drinker audiences through targeted social media advertising. The strategy involves running Facebook, Instagram and Twitter campaigns with a budget of $20,000-$50,000 to reach over 3 million people, along with contests and events to generate user-generated content. Creative assets needed include photography, videos and graphics to showcase Fathom IPA's packaging and lifestyle in an adventurous light.

1. BALLAST POINT
FATHOM IPA: SOCIAL LAUNCH STRATEGY!
SEPT – OCT 2017

2. WHAT ARE OUR GOALS?
1. Effectively communicate brand attributes of Fathom
IPA: New, approachable west-coast style, lower % ABV,
visually striking design, allude to value
2. Use audience insights to reach new fans through
demographic/geographic targeting, ad re-targeting,
lookalike audience targeting and unique creative content
by audience interests/demographics
3. Test and refine new social marketing channels &
strategies to reach new audiences and measure
effectiveness for future campaigns.

3. WHO ARE WE TARGETING?
MALE MILLENIAL DRINKER
• 21-34 years old
• Drinks 2+ beers/week
• Nationwide with emphasis on
core markets
• Enjoys experiences (concerts,
outdoors, adventure, sports,
socializing)
MEDIA
• Men’s Journal
• Paste Magazine
• CraftBeer.com
• Gear Patrol
• NPR
• Outside Magazine
• Good Beer Hunting
• Bearded Cicerone
• Thrillist
• Esquire
• The Art of Manliness
• Vice
• Buzzfeed
• Mashable
• Field & Stream
• Backpacker

4. HOW WILL WE REACH THEM?
Facebook Page:
• 4-5x posts/week focused on Fathom (mainly cans) & Discovery tier brands
• Dynamic content mix (photos, videos, slideshows, Canvas, UGC)
• Targeted ads based on audience demographics, target demographics, &
competitor lookalike audiences
Instagram:
• 6-7 posts/week focused on Fathom & Discovery tier brands
• Dynamic content mix (photos/videos/Boomerang)
• 80/20 mix of original content & UGC
• Creative Instagram Stories—story ads, countdowns, sneak peeks,
exclusive merchandise codes, lists, behind-the-scenes & unique videos
Twitter:
• 2-3 tweets/day
• Dynamic content mix (photos/videos/Twitter Moments)
• Potential larger campaign involvement (obtaining case studies/capabilities
from Twitter team)

5. HOW MANY WILL WE REACH?
Facebook/Instagram (managed via FB Business Manager):
Current Social Fans
• Facebook: 158,226
• Instagram: 203,000
• Twitter: 90,000
Social Campaign Targeting
• M/F, 21-34
• Focused on reach
• 9/18 – 11/5
• Audience: California, Washington D.C., Boston, Michigan, NY, North Carolina, Ohio,
Portland, Philadelphia, Tennessee, Texas, Virginia, Seattle, Vermont, Massachusetts, New
Hampshire, Ohio, Arizona, Nevada, Denver
• Audience interests: Outdoor enthusiasts, beer, craft beer, sports, men’s magazines, similar
breweries, sports, news outlets
• Ad Frequency Cap: 2 impressions every 7 days
Campaign Reach by Overall Spend
• $20k
§ Estimated Reach: 3,181,392
§ CPM: 2.94
• $30k
§ Estimated Reach: 4,526,055
§ CPM: 2.95
• $40k
§ Estimated Reach: 5,678,537
§ CPM: 3.02
• $50k
§ Estimated Reach: 6,520,490
§ CPM: 3.13

6. WHAT’S THE SCHEDULE?
TEASE FATHOM IPA—Product video, consumer edu., profile asset updates
TEASE FATHOM IPA—Targeted ads w/ custom content

7. HOW ABOUT OCTOBER?
FULL PUSH—Targeted ads, PR support, GABF social/PR focus
FULL PUSH—UGC Contest, daily social posts, potenJal micro-influencer support
FULL PUSH—Ongoing social posts and support
FINAL PUSH—UGC contest finale, ad terminaJon, transiJon to VAS Day

8. WHAT CREATIVE ASSETS WILL WE NEED?
Facebook:
q Cover image/video
q Profile image
q Product photography w/ shot list based on ad targeting (outdoors, sports, etc.)
q Short product focus video
q Short lifestyle video (outdoors, camping w/ friends, at bar or dinner party, fishing)
Instagram:
q Profile image
q Product photography (ideally different than Facebook imagery)
q Product/lifestyle videos (under 1 min.)
q Cinemagraphs
q Label animation?
Twitter:
q Profile image
q Profile header image
Website:
q Homepage slider
q Merchandise photo and product page link

9. CREATIVE DIRECTION
Key Messaging Points:
• A new, approachable IPA with the right amount of flavor depth and ABV—the perfect
addition to any occasion.
• A crisp, clean and balanced west-coast style IPA with an ocean of zesty orange and piney
hops
• Millennials enjoy new adventures and shared experiences, so Fathom IPA cans are the
perfect companion for camping, fishing, or tailgating
Visual Look & Feel:
• Present vibrant, eye-catching can/bottle artwork in a lifestyle setting—casual BBQ,
tailgating, outdoor adventures
• Let packaging pop against muted, clean backgrounds
• Accentuate design elements (bold color, angles, map, diver) through motion graphics

10. HOW ‘BOUT A LITTLE SOMETHING EXTRA?
USER-GENERATED PHOTO CONTEST:
Social contest with user-submitted photos & brand hashtag (i.e. #FindFathom,
#DiscoverFathom) for a chance to win merchandise, an experience, etc.
• Submit explorer-inspired photos with the hashtag for a chance to win a trip to San
Diego (or elsewhere if in SD). 3 separate couples/friends, 6 people total.
• Similar contest, with submitted creative photos of people enjoying Fathom around
their town. Added element—place 6 diver helmet replicas/stickers around town for a
scavenger hunt contest. Send out clues via social (map coordinates, nautical-inspired
clues, etc. Coordinate with Field Marketing reps to make it a nationwide effort in target
cities.
SHARECONTEST (SAN DIEGO ONLY): Share our Facebook Fathom post for a chance to
win Scuba certification, a dive trip, boat around the bay, etc.
FATHOM IPA DRAWABLE COASTERS: Leave blank area for bar patrons to draw their idea
of exploration, whatever that may be. Post on social with hashtag for a chance to win prizes.
GABF SOCIAL ACTIVATION : Facebook Live video (with planning), booth photos/videos,
timelapse video, short beer testimonials, #FathomPhoto gallery (fan photos with Fathom
backdrop, possibly replica diver helmets)
*All contests/social activations will be reviewed/approved with Legal team before proceeding.
Recommend using Woobox or similar platform.

11. CHEERS!