Singha is an authentic Thai beer that is positioned around “The taste of Friendship”. What better way to implement this than to use the social media platforms that are built on friendship? We created a year-long social media strategy for Singha Benelux in 2016, for which we produce content and interact with Singha fans in the Netherlands, Belgium and Luxembourg. We do this on Facebook and Instagram, combining user-generated content with our own. We also implemented activations and redesigned the website.