Maspex
Zubrowka social media strategy and content production

In the alcoholic drinks market, brands must respond simultaneously to changing consumer habits, declining alcohol consumption trends and strict communication regulations. In the case of Żubrówka, the task was to develop a social media strategy that would strengthen brand awareness, increase consumer engagement and remain relevant to new adult target groups.

At the same time, it was important that the communication did not distance itself from the brand’s existing community and that it preserved Żubrówka’s natural, iconic and easily recognisable character. The aim was not merely to post regularly, but to build a social media ecosystem suitable for brand building, product promotion and campaign communication.

As a first step in our collaboration, we reimagined and localised Żubrówka’s social media presence in Hungary, based on the existing brand book. We developed a unified digital identity system that consistently reflects the brand’s nature-inspired character, unique origin story and visual world.

We adapted the “Pure Power of Nature” regional platform for the Hungarian market and built our content strategy around it. The focus of our communications is on lifestyle content, product-focused creatives, the brand’s unique origin story, seasonal campaigns and visual solutions supporting the launch of new flavours.

Progressive manages the entire process of always-on social media management: from strategic content planning and monthly post concepts, through copywriting, graphic design and AI-supported creative production, to the organisation and execution of photo shoots. The in-house operation of the social team and production team enables fast, flexible and cost-effective content production, whilst ensuring the brand’s visual consistency remains under control throughout.

A social media presence built on strategic foundations has demonstrated that even an international spirits brand with a long history is capable of maintaining a fresh, relevant and responsible presence in the digital space. Żubrówka’s domestic communications have become more consistent, recognisable and active, whilst strengthening the brand’s visibility on Hungarian social media platforms.

Since we began working together, we have generated nearly 35 million impressions and 3.2 million unique reach for the brand. The results show that consistent brand communication, a well-thought-out social media strategy and continuous content creation can support the domestic brand-building of an international brand in the long term.

The system we have established provides a stable foundation for future campaigns, new product and flavour communications, and the brand’s sales support activities.