TAP is a homegrown Singapore brand with a series of craft beer bars well known for selling craft beer at a highly affordable $10 per pint. While most of their outlets were located at nightlife hotspots at the time, their newest outlet was being opened in the middle of a location mostly known for shopping malls, cinemas, skate parks, and offices.

As a brand that takes pride in selling great beers at a low cost, the opening of this outlet needed a launch plan that wouldn’t break the bank.

The solution was obvious: social media.

A series of boosted Facebook posts were strategically front-loaded and then left to work organically over a period of time, announcing the launch of a new outlet and to drive traffic to the physical store.