Driving Value for Oktoberfest for Diageo Partnering with Other Agencies
attendees(target was 3K)
cases of Tusker sold
people reached
impressions
Project
Tusker Oktobafest
Category
Services
Creative
Strategy
Digital Marketing
Social Media Management
Media Buying
Diageo is one of the world’s leading beverage companies and the home of Tusker, Kenya’s most iconic beer brand and a long-standing symbol of national pride.
Over time, Tusker had begun losing relevance among younger consumers. Millennials and Gen Z were drifting away from the brand, viewing it as traditional and predictable. Oktoberfest presented an opportunity, but only if Tusker could turn it into a modern, must-attend experience. The brand needed to regain cultural relevance and emotional connection
Reignite excitement around Tusker
Reposition the brand for younger audiences
Drive national visibility and participation
Reinforce Tusker as a symbol of pride and unity
Deliver a fresh, immersive brand experience
We helped transform Oktoberfest into a fully integrated digital-first experience.
As the lead digital agency, we developed:
- Campaign landing pages
- Influencer and online collateral
- Digital experiential platforms
- Community and engagement strategy
We worked closely with multiple stakeholders, managing the digital ecosystem and positioning Zilojio as the community engagement partner.
Our focus was simple: turn Oktoberfest from an event into a movement.
- 15,000+ attendees (target: 3,000)
- 14,000 cases of Tusker sold
- 3.8M people reached
- 24M impressions
- 900K engagements in one month
Diageo is one of the world’s leading beverage companies and the home of Tusker, Kenya’s most iconic beer brand and a long-standing symbol of national pride.
Over time, Tusker had begun losing relevance among younger consumers. Millennials and Gen Z were drifting away from the brand, viewing it as traditional and predictable. Oktoberfest presented an opportunity, but only if Tusker could turn it into a modern, must-attend experience. The brand needed to regain cultural relevance and emotional connection
Reignite excitement around Tusker
Reposition the brand for younger audiences
Drive national visibility and participation
Reinforce Tusker as a symbol of pride and unity
Deliver a fresh, immersive brand experience
We helped transform Oktoberfest into a fully integrated digital-first experience.
As the lead digital agency, we developed:
- Campaign landing pages
- Influencer and online collateral
- Digital experiential platforms
- Community and engagement strategy
We worked closely with multiple stakeholders, managing the digital ecosystem and positioning Zilojio as the community engagement partner.
Our focus was simple: turn Oktoberfest from an event into a movement.
- 15,000+ attendees (target: 3,000)
- 14,000 cases of Tusker sold
- 3.8M people reached
- 24M impressions
- 900K engagements in one month
Equity
Peptang
