Wooha

Challenge

Muckle Media was tasked with delivering a campaign to crowdfund the micro-brewery’s international expansion with an investment target of £600k as part of an overall £1.5m campaign to raise investment to continue its successful expansion. The campaign set out to enable up to 17x growth in production for WooHa over three years. As part of the expansion plans, WooHa underwent a full rebrand and unveiled a new e-commerce site which required Muckle to deliver both trade and consumer launches.

Strategy

Muckle Media planned and executed an investors roadshow to communicate the company’s vision and future plans for rapid, sustainable growth. A series of investor events took place in London, Manchester, Edinburgh and Inverness, offering potential investors the chance to find out more about the brewery and hear from WooHa founder Heather McDonald. The roadshow was supported by a digital campaign, media relations and influencer engagement to raise awareness of the crowdfunding campaign and carefully position WooHa as a strong international contender in order to secure valuable investors.

Exposure opportunities for the rebrand and new online shop were maximised with targeted releases issued to consumer and trade media along with profiling feature opportunities for WooHa founder Heather. Further product news was shared through traditional PR and a Christmas gifting campaign was executed with the aim of gaining national product placement coverage through journalists and influencers.
Muckle Media delivered a crowdfunding campaign to raise £600,000 for Scottish Highlands based micro-brewery, WooHa. Muckle then went on to provide PR support for the company’s rebrand as part of its £1.5m campaign for international expansion as well as other media relations to raise brand awareness and increase sales.

Results

Muckle Media generated 64 pieces of coverage on the back of the crowdfunding campaign including in The Times, The Scotsman, Moray Firth Radio and the Press and Journal. Pieces also featured in local newspapers such as Forres Gazette and The Northern Scot and influencer outlets including The Beer Yeti, Mr Meldrum and Matt Eley demonstrating the wide impact of Muckle’s campaign. The coverage generated an online reach of 27.5 million, over 123k radio listeners and 466k print readers. The initial crowdfunding target of £600k was reached in just 19 days from 199 individual investors, leading to the campaign period being shortened and the crowdfunding page closing early, enabling the sounder to fund global expansion plans. The rebrand campaign generated a further 43 pieces of coverage with an online readership of 49 million and print circulation of 218k. Coverage highlights included BBC Good Food, Pick Me Up!, Daily Record, The Times and Scottish Grocer.

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