Samuel Adams is a craft beer brand of the Boston Beer Company. Today Sam Adams is among the best perceived beer brands in the United States. Although it has a strong brand perception, Sam Adams has seen a drop in their sales growth in the past year. Emerson College Marketing Graduate Program joined forces with Sam Adams' marketing team to develop a marketing campaign that would increase sales growth and improve consumer engagement with the brand. 

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As part of our project, our team was tasked to develop a campaign that would target introverted consumers (INFJ in the Myers Briggs Scale). Most beer advertisement features extroverted individuals surrounded by people, and in a party context. To target introverts, our team had to define the brand as social, but personal enough to enjoy small connections. 

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Our campaign included a social media engagement aspect -  a photo contest titled "Share your Sams". In this contest, we proposed creating a hashtag (#shareyoursams) in which consumers would upload pictures as they engaged with the brand on their social media pages, and then use the hashtag to enter the competition. The winners of the contest would earn sizable prices such as merchandise, "fame" or other appealing benefits. 

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We pilot tested the contest with a small group of consumers, and found that introverted individuals are more responsive to this kind of campaign, because it allowed them to be social while still enjoying the comfort of a small gathering.