Die Weisse – Social Media & Campaign Activation

Fresh air for Salzburg’s oldest wheat beer.

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What it’s about

Die Weisse is a cult brand – but it had gathered a little dust. With the social activation for the campaign “Dein erstes Mal, deine erste Weisse”, oha! digital brought a brand with history into the here and now. Regionally rooted, digitally told, with impact in the feed and in the online shop.

The challenge

Not louder. More precise.

Almost everyone in Salzburg knows Die Weisse. But to stay relevant today, you don’t have to get louder, you have to get more precise. The job was to make a regional heritage brand visible – digital, approachable and in a way that leaves you wanting more.

The idea

Dein erstes Mal, deine erste Weisse.

Together with Agentur Salić, we co-developed the campaign – with a focus on attitude, community and a visual language that sticks.

On social we activated the community, made the product tangible and extended the campaign with paid ads all the way into the shop. That made Die Weisse a talking point offline again too.

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5.6%Engagement Rate

The execution

Everything that became visible went through our hands.

Campaign concept

Co-developed with Agentur Salić from idea to execution.

Editorial & topic planning

A posting system for campaign and everyday life – with hooks, topic clusters and frequency.

Content production

Supported the shoots, developed creatives and adapted them for all social formats.

Community building

Active dialogue in the Salzburg area, with content that creates closeness.

Paid ads

Extended the campaign – focused on reach, engagement and shop traffic.

Channel management

Copy, design, posting – on time, consistent and on brand.

04 · The results

250K

Impressions

5.6%

Engagement Rate

Good to know

Quick answers.

What did oha! digital do for Die Weisse on social media?

oha! digital co-developed the campaign “Dein erstes Mal, deine erste Weisse” with Agentur Salić and delivered it on social media – from editorial planning and content production through community management to paid ads. The result? 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 louder, but more precise. With a clear campaign idea, a visual language that sticks, and content that involves the community instead of just showing ads.

What’s part of social media support for a campaign?

For Die Weisse, we handled editorial and topic planning, content production for all formats, active community management, paid ads to extend the campaign, and ongoing channel management – from copy to posting.

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