The campaign encourages users to engage with the brand on social media, while also creating ample amounts of user-generated content.  Additionally, it expands the brand’s reach beyond their own followers.



In addition to the positive awareness, it takes a holiday which is often considered a rowdy, free-for-all and turns it into something heartwarming. The campaign is much more than Guinness donating to a charitable cause, it is forging a sense of community among Guinness drinkers. In the promo video on their Facebook page, a Guinness representative approaches those enjoying a pint of Guinness to share the pint with him and they begin to discuss to the classic “Guinness Stache.” The message in the video is clear, it is not about drinking, it’s about coming together.

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