How We Supported MONIN’s German Market Expansion with a Tailored Social Media Strategy

MONIN’s German division was experiencing significant growth, having recently inaugurated a new factory and preparing to introduce MONIN Studio in Leipzig. In light of this expansion and the absence of an e-commerce platform, they chose to concentrate more on B2B clients and requested that we align their social media strategy accordingly. Additionally, they sought a stronger emphasis on localization for their channels, which had previously been heavily influenced by MONIN International’s content.

Given our ongoing collaboration with this client, knowledge of the German market, and expertise in engaging B2B audiences through social media, we were requested to adjust the strategy in response to these substantial changes.

We developed a plan to tailor the content of social media posts to engage the new target audience better while aligning the visual style to resonate more with the German bar industry. We decided to focus on creating posts that would appeal to bartenders, such as sharing more complex recipes and bartending tips. At the same time, we aimed to further differentiate the content for Instagram and LinkedIn. We used LinkedIn to emphasize business growth, tradition, and values while only occasionally showcasing products.

We also wanted to ensure that the social media channels effectively supported offline marketing efforts and complemented the work of the newly appointed team of Brand Ambassadors. The Ambassadors were hired not only to assist the sales team but also to enhance the brand’s digital presence by creating their expert profiles on Instagram.

To kick off the project, we brought on board a professional photographer and an experienced bartender to create high-quality cocktail photoshoots. These were conducted in stylish cocktail bars, presenting cocktails of the month based on MONIN’s focus products for the season. Each session was planned and guided by mood boards created by our team. This approach allowed us to generate our own localized content to mix with content provided by MONIN International.

We closely coordinated with the Brand Ambassadors, ensuring our content plan aligned with their schedules and objectives. Since their primary role was to showcase MONIN products at various trade fairs across Germany, we incorporated event calendars, trailers, and summaries into our content strategy. We also featured introductions of the team members to enhance their visibility and recognition at these events. Additionally, the Brand Ambassadors supplied us with Instagram reels showcasing their cocktail-making skills, underscoring their expertise in barcraft and their deep knowledge of MONIN products.

To further engage the bartender community, we introduced posts specifically tailored for them, including bar tips and tricks and creative, more sophisticated uses of MONIN products.

As the process evolved, we refreshed the typography, opting for a bolder and more modern look while ensuring it remained consistent with MONIN International’s brand guidelines for 2023.

At that time, we published one post per week on LinkedIn and three posts per week on Instagram. On Instagram, we posted a total of twelve posts per month: three reels, three series of Instagram stories, three carousels, and three classic posts.

Through our strategic efforts, we effectively supported the client’s business objectives, with a particular emphasis on their growth and expansion into the German market. We successfully attracted a new audience to their social media channels by delivering customized content and introducing new publication formats. Since our work with MONIN began, we have visibly grown social media accounts, raising the number of Instagram followers from 2795 to 7222 and organically growing LinkedIn audience from 0 to over 700 followers. Our most-seen posts reached as many as 748,000 people.