Night Shift Brewing’s Creative Tagline Campaign

Night Shift is a brewing company in Everett, MA, and is no stranger to creative marketing strategies. With over 100k on Instagram they engage with their audience every day by posting fun videos with trending audio, beer collaborations with local businesses, and influencer endorsements.

In addition to social media, Night Shift Brewing also utilizes OOH marketing to connect with locals and tourists. We recently spoke to Kelly Scarpone, brand manager at Night Shift Brewing to learn more about their current advertising campaign on Soofa Signs, and why they chose our platform.

Opportunity

Night Shift Brewing was looking for a creative way to connect with their younger audiences as the warmer months come up. Kelly Scarpone said, “When I started at Night Shift, we were looking for some out of home advertising that was a little more affordable than the traditional routes. So since I worked with you guys in the past, that was why I brought that idea over to the Night Shift team.” 

They were searching for a flexible advertising option for their creative brand awareness campaign in Boston. Scarpone mentioned that, “The initial idea for the campaign was pitched to us by some Boston University students. They did this as their capstone project for marketing and we ended up purchasing it from them.” The idea? Comical phrases and Boston stereotypes about how “The Best Stories are Brewed At Night.”

Solution 

Night Shift created over 10 different phrases for their campaign creative, and chose to go with Soofa because they can switch out the creative as often as they want, and at any time.

Results

Night Shift Brewing ran their digital ads on four Soofa Signs around Boston, and static ads on two signs. For their locations, they chose signs in Fenway, Seaport, Faneuil Hall, and Allston, and overall they’re excited about the positive feedback. 

Scarpone mentioned that, “I feel like with Soofa being in those heavy foot traffic areas, you do get a lot more exposure to locals, people who are in those areas every day versus people who might just be driving through seeing a billboard.”

With their Soofa campaign they reached 2,000,000 estimated impressions, which is the estimated number of people that walked by their ads. 

Overall, Night Shift Brewing's creative marketing approach proves that they truly understand their target audience, which continues to provide them positive brand awareness. 

When asked about how she would describe Soofa to others, Scarpone said that, “I always say that Soofa Signs are digital advertising boards located around the city. There's the option to do a permanent physical branding and then there’s the digital screen which rotates different brands, and it also shows relevant neighborhood information that people are stopping to look at anyway.”

Make a creative impact with Soofa Signs like Night Shift Brewing! Fill out our advertiser interest form or email hi@soofadigital.com to get started.