“Our Facebook page grew from 2,000 to over 3,000 in just a couple months, with engagement way up and many more orders coming through the page. They ARE our marketing department, which gives us the space & time to focus on what we do best: make great beer!“
PHUC TRAN NGUYEN
Founder & General Manager at Hoprizon Craft Beer Brewery
“Our brand has clearly increased its brand awareness in the market with a very consistent brand image and positioning. This makes us totally trust in their work so we can focus on other aspects of our business.“
KHAI VO
Head of Marketing at Hoprizon Craft Beer Brewery
The Challenge
Hoprizon had a brave idea.
Introduce Vietnam’s first non‑alcoholic craft beer.
But they needed a story strong enough to carry a new category through a pandemic and a platform that could keep going long after an agency stepped away.
So we started with a simple promise:
Make the brand feel human, then make the product feel inevitable.
I still remember the first tagline we wrote on the whiteboard: “Sóng Xanh lets people join the party without the buzz.”
That single line became our roadmap: humanize the brand, rally the community when ads went dark, and use product-led storytelling to make a new category feel inevitable.
The Solution
We opened September with curiosity: using history, humor, and small partner spotlights to invite the craft community in.
Soft touches that said, “We’re here to play for keeps.”
The audience leaned in fast; by the end of that opening run we were seeing 17% engagement and a healthy baseline of paid reach.
It felt like we had found the signal.
Then November hit and Facebook Ads went dark.
No explanations. No timelines.
In most launches, that’s the moment the graph flatlines.
We chose a different plot: turn the audience into the algorithm.
We wrote a playbook in real time: staff sharing rituals, targeted Facebook Groups, and a light‑touch nano‑influencer cadence.
We introduced Hoplight fan spotlights and cheeky quizzes to keep the comments coming.
The result?
The room stayed loud. Even without paid, engagement held at 8.38%. Proof that community can be an engine, not an afterthought.
January and February, we went deeper on character development.
Diaries of a Hop Head gave the tribe a voice.
We put values on stage and let real people carry them.
Organic reach more than doubled versus December and the follower line kept climbing.
We weren’t just posting; we were building characters the community could follow.
March was about one thing: Sóng Xanh.
We framed it as freedom: the beer for cyclists after a ride, for office lunches, for designated drivers who still want to clink glasses.
Flavor first, stigma last. The launch arc lifted engagement to 7.28%, and more importantly, it reframed what “having a beer” could mean in Vietnam.
April, Ads came back. We didn’t sprint—we sequenced.
Thursdays became Brand Values. We introduced Head Brewer Phong, the human handshake behind the stainless steel.
And when we hit the gas, the engine responded: paid reach surged past 175,000 that month as momentum returned to the feed.
May and June were about memory. Specifically, how to be remembered without being repetitive.
We layered Top Brewing Tips and Hops from Home, then boosted only the best‑performing creative across months.
In May, paid reach crested 272,000; with June staying strong while we kept the brand present through COVID disruptions and UEFA EURO chatter.
The audience kept growing, and the story kept sharpening.
The Handoff
We believe great agency work outlives the agency.
Before we packed up, we wrote Hoprizon a Social Media SOP that turned our playbook into a living system:
✦ The content architecture
✦ The weekly cadence
✦ The eligibility rules for boosting
✦ The exact steps for staff amplification and group distribution
✦ The reusable creative templates
✦ The QA and moderation protocols
✦ And the scorecard that keeps the team honest.
On our last day, the machine didn’t stop, it merely changed owners.
We didn’t just launch a product; we helped Hoprizon open a new category for Vietnam and gave them the keys to run it.
Why This Worked
We kept a tight loop from plan to post.
We designed modular creative—values, human faces, education, timely tie‑ins—so we could pivot between organic and paid without losing the through‑line.
And when the platform pulled the rug, the community became our media budget.
The Results
Follower growth: 2,035 → 3,391 (+1,356 / ~66.6%) from Sep 13, 2020 to Jul 1, 2021.
Engagement peaks:17% during the initial paid lift; 8.38% during the all‑organic November pivot; 7.28% during the Sóng Xanh launch arc (Mar).
Community momentum: Organic reach in Jan–Feb >2× December to 28,627; follower growth +4.07% in that window.
Acceleration moments:+9.11% follower growth in April and +9.55% in May as the boost framework matured.
Our job isn’t just to “do social.”
It’s to build engines and tell stories that make products feel inevitable.
With Hoprizon, that meant launching Vietnam’s first non‑alcoholic craft beer and leaving behind a system that keeps the story—and the sales—moving long after the credits roll.
Make your next launch the benchmark everyone else chases. Partner with Omega Digital today. Contact us here now!
Below is a gallery of the remaining posts that comprised the Sóng Xanh campaign.
