Ep. 131 - Being Top Dog: How BrewDog Uses Social-First Trends to Inspire New Products | Josh Benge - BrewDog

BrewDog is known for its outrageous stunts and reactivity. But where most brands would respond to a social or cultural trend with a quip on Twitter, BrewDog lets it inspire new products, which then fuels PR, sales and more online conversation. In this episode of Social Minds, we’re joined by BrewDog’s head of social media Josh Benge, previously of KFC UK&IRE, to discuss the merits of the brewery’s unique approach to product and social. We also talk about when stunts go wrong and how to deal with backlash, how to talk about brand purpose without appearing self-congratulatory, and what BrewDog is doing to forward climate change activism.

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SocialMinds sets out to make social media second nature for any marketer. Be a fly on the wall as our host, Eve, goes behind the scenes of the best global brands in the game, and extracts actionable insight from their experts, for you. Including bi-weekly interviews with guests like Ryanair, Formula 1, Innocent Drinks, as well as fluff-free bulletins on important platform updates, this top-rated podcast is designed to provide unfiltered access to the most coveted names in the industry, wherever they are in the world.