Die Weisse – Social Media & Campaign Activation
A fresh breeze for Salzburg's oldest wheat beer.
Scroll ↓Worum es geht
Die Weisse is iconic – but it was gathering a bit of dust. With the social activation for the "Dein erstes Mal, deine erste Weisse" campaign, oha! digital brought a brand steeped in tradition right into the here and now: locally rooted, digitally told, making an impact both in the feed and in the online shop.
Die Challenge
Not louder. More precise.
Almost everyone in Salzburg knows Die Weisse. Yet, staying relevant today doesn't mean being louder, but more precise. The task: to give visibility to a traditional regional brand – digitally, approachably, and in a way that leaves people craving more.
Die Idee
Your first time, your first wheat beer.
Together with the Salić agency, we co-developed the campaign – focusing on attitude, community, and memorable visual language.
On social media, we activated the community, brought the product to life, and extended the campaign into the shop via paid ads. That's how Die Weisse became the talk of the town offline once again.
Die Umsetzung
Everything that became visible passed through our hands.
Campaign conceptualisation
Co-developed from initial idea to execution together with the Salić agency.
Editorial & content planning
A posting system for both campaign and everyday content – featuring hooks, topic clusters, and optimal scheduling.
Content production
Supported shoots, developed creatives, and adapted them for all social media formats.
Community building
Active dialogue in the Salzburg area, with content designed to build close connections.
Paid ads
Extended the campaign reach – with a clear focus on impressions, engagement, and online shop traffic.
Channel management
Copywriting, design, and posting – delivered reliably on schedule, consistently, and true to the brand.
04 · Was rauskam
Gut zu wissen
In short.
What did oha! digital do for Die Weisse on social media?
oha! digital co-developed the campaign "Dein erstes Mal, deine erste Weisse" ("Your first time, your first Weisse") together with the Salić agency and rolled it out on social media – covering everything from editorial planning and content production to community management and paid ads. The results: 250,000 impressions, a 5.6% engagement rate, and 1,500 new followers.
How do you make a heritage brand relevant on social media again?
Not by being louder, but more precise: with a clear campaign concept, memorable visuals, and content that actively engages the community rather than just broadcasting ads.
What does social media support for a campaign involve?
For Die Weisse: editorial and topic planning, content production across all formats, active community management, paid ads to amplify the campaign, and ongoing channel management – from copywriting right through to posting.
Dein Case?
Sound like you?
Let's talk.
Briefly tell us what you have in mind.
We will honestly let you know if and how we can help – without the agency BS.
![](data:image/svg+xml,<svg display="block" id="615361496" role="presentation" viewBox="0 0 757 140" xmlns="http://www.w3.org/2000/svg"><path d="M 39.873 37.937 C 20.758 37.937 0 53.317 0 76.464 C 0 99.913 20.758 115.594 39.873 115.594 C 58.988 115.594 79.75 99.913 79.75 76.464 C 79.75 53.317 58.988 37.937 39.873 37.937 Z M 39.873 114.1 C 30.615 114.1 26.879 102.002 26.879 76.464 C 26.879 51.228 30.615 39.427 39.873 39.427 C 49.131 39.427 52.867 51.228 52.867 76.464 C 52.867 102.002 49.131 114.1 39.873 114.1 Z M 140.827 37.937 C 126.042 37.937 118.575 47.195 115.586 60.936 L 115.586 9.56 L 90.201 9.56 L 90.201 114.1 L 115.586 114.1 L 115.586 71.837 C 116.486 56.903 121.712 44.954 131.119 44.954 C 137.095 44.954 139.931 49.135 139.931 57.948 L 139.931 114.1 L 165.32 114.1 L 165.32 64.37 C 165.32 48.388 156.66 37.937 140.827 37.937 Z M 213.704 37.937 C 191.452 37.937 179.057 49.585 179.057 70.343 L 180.551 70.343 C 180.551 51.674 191.605 41.222 205.49 41.222 C 216.99 41.222 221.621 47.794 221.621 62.129 L 221.621 72.134 C 192.348 74.821 174.43 83.783 174.43 99.166 C 174.43 107.38 179.655 115.594 192.5 115.594 C 207.434 115.594 218.934 107.826 222.219 88.562 L 245.516 115.594 L 247.01 115.594 L 247.01 69.893 C 247.01 47.794 233.418 37.937 213.704 37.937 Z M 208.181 104.842 C 203.1 104.842 199.819 101.255 199.819 94.238 C 199.819 82.59 208.78 75.42 221.621 73.331 L 221.621 76.765 C 221.621 98.419 214.005 104.842 208.181 104.842 Z M 274.785 72.881 L 276.279 72.881 L 290.317 10.307 L 290.317 9.56 L 260.598 9.56 L 260.598 10.307 Z M 275.383 86.321 C 266.274 86.321 260.598 92.892 260.598 100.958 C 260.598 109.023 266.274 115.594 275.383 115.594 C 284.646 115.594 290.317 109.023 290.317 100.958 C 290.317 92.892 284.646 86.321 275.383 86.321 Z M 386.644 9.56 L 386.644 61.382 C 382.912 46.147 373.353 37.937 359.913 37.937 C 341.541 37.937 329.893 51.975 329.893 76.464 C 329.893 101.556 341.694 115.594 360.21 115.594 C 374.1 115.594 383.808 106.633 387.093 90.056 L 410.538 115.594 L 412.033 115.594 L 412.033 9.56 Z M 370.963 109.621 C 362.451 109.621 356.776 96.33 356.776 76.464 C 356.776 56.903 362.451 43.91 370.963 43.91 C 378.281 43.91 385.451 54.959 386.644 71.837 L 386.644 81.095 C 385.451 98.419 378.281 109.621 370.963 109.621 Z M 439.51 0 C 431.148 0 425.621 6.274 425.621 13.741 C 425.621 21.208 431.148 27.482 439.51 27.482 C 448.022 27.482 453.548 21.208 453.548 13.741 C 453.548 6.274 448.022 0 439.51 0 Z M 426.966 114.1 L 452.355 114.1 L 452.355 39.427 L 426.966 39.427 Z M 511.492 90.651 L 475.202 90.651 L 475.202 77.513 C 481.026 80.348 489.091 81.842 498.948 81.842 C 521.052 81.842 533.447 73.926 533.447 59.739 C 533.447 48.537 525.382 41.222 510.596 38.833 C 528.518 36.74 532.997 29.871 532.997 21.806 C 532.997 11.202 522.393 5.675 506.564 8.065 L 506.564 9.56 C 521.497 7.17 531.503 12.098 531.503 21.806 C 531.503 30.02 526.575 37.937 498.8 37.937 C 476.246 37.937 463.554 45.85 463.554 59.739 C 463.554 67.206 467.137 72.881 473.708 76.617 L 473.708 114.1 L 511.492 114.1 C 522.694 114.1 526.277 117.984 526.277 123.957 C 526.277 132.468 516.42 137.995 493.719 137.995 C 480.58 137.995 467.285 134.858 458.923 125.748 L 457.878 127.094 C 466.691 136.352 480.428 139.489 494.767 139.489 C 520.003 139.489 537.03 130.379 537.03 112.907 C 537.03 99.765 527.771 90.651 511.492 90.651 Z M 498.498 39.427 C 505.817 39.427 509.998 46.597 509.998 59.442 C 509.998 72.881 505.817 80.348 498.498 80.348 C 491.031 80.348 486.85 72.881 486.85 59.442 C 486.85 46.597 491.031 39.427 498.498 39.427 Z M 560.776 0 C 552.409 0 546.886 6.274 546.886 13.741 C 546.886 21.208 552.409 27.482 560.776 27.482 C 569.287 27.482 574.814 21.208 574.814 13.741 C 574.814 6.274 569.287 0 560.776 0 Z M 548.228 114.1 L 573.617 114.1 L 573.617 39.427 L 548.228 39.427 Z M 637.686 87.667 C 637.236 104.095 628.874 109.172 623.797 109.172 C 618.419 109.172 616.627 106.035 616.627 98.568 L 616.627 40.921 L 637.686 40.921 L 637.686 39.427 L 616.627 39.427 L 616.627 20.015 L 615.133 20.015 L 591.238 39.427 L 581.084 39.427 L 581.084 40.921 L 591.238 40.921 L 591.238 90.952 C 591.238 110.067 603.935 115.445 615.285 115.445 C 626.484 115.445 639.18 107.826 639.18 87.667 Z M 682.937 37.937 C 660.685 37.937 648.29 49.585 648.29 70.343 L 649.78 70.343 C 649.78 51.674 660.834 41.222 674.723 41.222 C 686.223 41.222 690.85 47.794 690.85 62.129 L 690.85 72.134 C 661.581 74.821 643.659 83.783 643.659 99.166 C 643.659 107.38 648.885 115.594 661.73 115.594 C 676.663 115.594 688.163 107.826 691.449 88.562 L 714.745 115.594 L 716.239 115.594 L 716.239 69.893 C 716.239 47.794 702.647 37.937 682.937 37.937 Z M 677.41 104.842 C 672.333 104.842 669.048 101.255 669.048 94.238 C 669.048 82.59 678.009 75.42 690.85 73.331 L 690.85 76.765 C 690.85 98.419 683.235 104.842 677.41 104.842 Z M 730.426 114.1 L 755.815 114.1 L 755.815 9.56 L 730.426 9.56 L 730.426 114.1" fill="rgb(255, 255, 255)" height="139.48895313719183px" id="Fw0RCnuvL" transform="translate(0.712 0.347)" width="755.8148253984783px"/></svg>)
