Chelsea Kemp
© Chelsea Kemp

MEAUSURING

SUCESS


How I drove real-world sales from Ska Brewing’s digital presence

About Ska Brewing

“Characters brewing beer with character since 1995”

Founded in the spirit of punk rock, ska, comic books, and beer, Ska Brewing has been brewing beers that challenge the status quo and refuse to conform since 1995.


From the iconic Mexican Logger to the rebellious Modus Hoperandi IPA, Ska Brewing is dedicated to crafting unforgettable beers and beverages that are as unique as the people who drink them.


For information, music, and a damn good time, visit www.skabrewing.com.

Driving Demand

Without Direct Sales

Why 5.22% Engagement-on-Reach Matters


As a brewery operating within the U.S. three-tier system, Ska Brewing doesn’t sell beer directly to consumers.


Ska’s digital success is measured in influence, not transactions. The stronger Ska’s brand presence online, the more we support their distributor and retail partners across their markets.


During my time as Social Sorceress, Ska Brewing averaged a Facebook and Instagram engagement-on-reach rate of 5.22%, far exceeding the beverage industry average (1–3%) and direct craft brew competitors. This meant Ska's content wasn't just seen, it inspired action.


My digital and social media efforts were designed to:

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  • • Drive awareness
  • • Inspire intent to purchase
  • • Encourage on and off-premise discovery


I created content designed to remain top-of-mind at the point of purchase, so that when someone sees Ska on the shelf, they're ready to choose it.


Every like, comment, share, and tag builds brand recall, fueled word-of-mouth buzz and kept Ska top-of-mind when customers encountered Ska Brews in stores, bars, and restaurants.

More key indicators that reflect real-world sales influence:

  • • Link Clicks to “Find Ska Brews Near You”

What it meant: Shows consumer interest in finding and purchasing Ska Brew products

Why it mattered: Direct signal of buyer intent

A Reel I created from UGC, and shared to Ska Brewing’s stories with a click-through link to “Find Ska Brews Near You”

  • • Newsletter Open Rates

What it meant: Builds a channel we own to guide future behavior, without the baggage of social media

Why it mattered: Social media isn’t for everyone! Allows the brewery a direct connection to beer drinkers for geo-targeted product marketing and event promotion

Throughout my time at Ska Brewing, newsletters were are powerful tool in providing our subscribers, both local and far-reaching, with updates about events at Ska HQ, concert ticket giveaways, limited beer tappings, and promoting the Mexican Logger.

• User-Generated Content (UGC)

What it meant: Fans share their own Ska Brewing experiences

Why it mattered: Validates demand and extends reach organically

A screenshot of an interaction I had with a follower that tagged Ska Brewing on Instagram. I made it a point to cultivate meaningful relationships and encourage UGC during my time at Ska Brewing.


  • • Event Responses & RSVPs

What it meant: Gauge local interest in activations and taproom events

Why it mattered: Signals traffic to accounts that sell Ska + drives Ska HQ sales


  • • Follower Growth in Target Markets

What it meant: Tracks the expansion of brand awareness in Ska’s distro states of Colorado, Arizona, New Mexico, Utah & Wyoming

Why it mattered: Aligns with distribution & retail pushes


  • • Engagements (likes, shares, saves)

What it meant: Indicates resonance with brand, beer releases, and content

Why it mattered: Builds brand loyalty & organic reach