Norfolk Day

(& Silent L Can Release)

copywriting, experiential event production, social strategy

Smartmouth Brewing Co. wanted to make a limited beer to celebrate the city of Norfolk - I took it a step further and said why not create a full-fledged Holiday with an all-day, outdoor beer bash, indie vendor market, local food pop-up market, and music festival to celebrate the city of Norfolk? You may be thinking, “you can’t just make up a holiday!”. Welp, I did. And it stuck.

All it took was a finely targeted paid social ad, a lot of organic social content to create buzz, and the power of social did the rest! The organic content got shared and shared and shared, the social snowball effect at its finest. Soon the local and regional press was beggin’ to get in on the fun (I even made it on the local news). The regional newspaper picked it up, so it’s as real as real gets. The result was the one of the biggest sales days in the 10 year history of the brewery - and an annual “holiday” that will continue on for years to come.