HopTrip is a local craft beer shop in Portugal with a passion for independent breweries and a curated in-store experience. During my postgrad studies, I developed a full-funnel digital marketing plan as an academic exercise, which later became the foundation for their real-world marketing strategy as my freelance client.

The goal was to build digital visibility, connect with beer enthusiasts, and drive traffic to both physical and online channels.

🔍 The Challenge
The craft beer market is niche and increasingly competitive. HopTrip had a strong product offer and an engaged local audience, but lacked strategic direction in its digital presence. They needed a plan that balanced local authenticity with digital growth, on a limited budget, and tailored to a specialised consumer.

🧠 My Approach
The plan was rooted in audience research, customer journey mapping, and a tone of voice that resonated with craft beer lovers. The strategy was broken down into actionable phases, with a content-driven approach designed to build brand affinity and community.

🛠️ What I Delivered
- Customer journey mapping and persona development
- Digital strategy aligned to the RACE model (Reach–Act–Convert–Engage)
- Organic content strategy: storytelling, beer education and product curation
- Social media plan focused on Instagram and Facebook
- Email marketing structure (newsletter + promotions)
- Paid media proposal (Meta Ads and Google Ads)
- Brand positioning guidance to emphasise independence, taste and experience
- KPI framework for measuring engagement and traffic
- Internal roadmap document for long-term execution

📊 Impact & Implementation
- The client used the plan as a strategic north for future marketing
- Resulted in more consistent visual identity and brand voice
- Increased engagement on social media (especially Instagram)
- Created a base for future e-commerce expansion

While not all elements were implemented due to budget and time, the plan offered clarity and coherence that supported ongoing growth.

💬 Client Feedback
“We truly appreciate your dedication and everything you’ve done."
- Viviano, Júnior and HopTrip team