Carlsberg Group


Being one of the leading breweries groups in the world, the Carlsberg Group had an extensive globally fragmented social media presence, not least on its four international premium brands.


Some key challenges were:


  • Not possible to leverage global assets and secure scale on global content
  • Limited opportunity to engage fans in markets without local action
  • Not possible to track or benchmark performance across local brand pages
  • Lack of quality assurance
  • Multiple stakeholders; Global brand teams and agencies as well as local brand teams and agencies



In collaboration with Group Digital at Carlsberg, Mindjumpers was given the task to develop and roll out a global social media strategy with the focal point being a social media hub. Since 2011 the aim has been to organize, align and continuously optimize the social media efforts of the group while still allowing for global/local brand activation.


Our focus is on training all markets and agencies that are working with social media for the Group as well as on the structure and systems that enable knowledge sharing and secure best practice use on social media.


Our key areas of responsibility are:


  • Developing and updating Social Media Guidelines, Tools and Templates.
  • Building and maintaining Digital Knowledge Hub with best practice, system info, news and knowledge sharing on social and digital.
  • Onboarding and continuously training all Carlsberg employees and agencies involved with social media initiatives.



Leveraging a social media strategy at scale as more than 160 People from 50+ countries have been onboarded by Mindjumpers.


This has enabled all markets to comply with the required guidelines, qualified them to use approved social media management and measurement tools and secured knowledge sharing and best practice benchmark learnings.



At the Carlsberg Group, we believe that ‘together we are stronger’ and Mindjumpers has been an excellent partner in helping us develop our way of working in social media across the group.

Mindjumpers was appointed global social media management agency of record in the beginning of 2011 and has since engaged with 60+ markets helping us establish a strong platform for us to manage our social media activities, share knowledge and leverage best practice to continuously improve our efforts.


Mindjumpers is a very entrepreneurial and passionate company – always on the forefront in social media and with deep understanding of how to manage social media effectively and efficiently across multiple markets and brands.


Jakob Holm Kalkar, Media & Digital Director