How Brand Agents Unlocked 5x More Spend on Brand-Suitable Meta Content for Allagash Brewing & Campfire

“At Campfire, we believe AI should increase intention, not volume. Scope3's agentic modeling helped us align media quality with performance outcomes, proving that smarter systems can drive results while cutting unnecessary emissions.”

~Benn Marine, Director of Impact, Campfire

The Challenge

Allagash Brewing faces the classic craft brewery dilemma: breaking through in a crowded category while competing against big beer budgets. Every impression needs to work harder.

Campfire, Allagash's agency, knew their Meta campaigns had to reach the right audiences in the right contexts without wasting budget on misaligned content. Traditional brand safety tools over-blocked suitable content for Allagash, unable to distinguish the brand's values around sustainability, outdoor adventure, and responsible drinking from generic alcohol categories - treating responsible celebrations the same as excessive consumption.

Campfire partnered with Scope3 to test whether an AI agent, custom-trained on Allagash's brand values and suitability preferences, could eliminate waste while maintaining scale.

The Solution

Campfire and Scope3 built a custom brand agent for Allagash using Brand Standards, a capability of brand agents designed to manage brand suitability. Rather than relying on keyword blocklists or category exclusions, the agency translated Allagash's brand guidelines into a natural language prompt.

The agent evaluated Facebook and Instagram posts, classifying each as "Aligned" or "Unaligned," and giving Campfire complete control to fine-tune and transparency into model decisions. Aligned content included social gatherings, outdoor adventure, craft beer culture, food and beverage, and Maine's natural beauty. The agent avoided politics, divisive content, irresponsible drinking, and culturally inappropriate contexts.

The approach delivered immediate value: no technical expertise required, live on Meta in days, and full campaign scale maintained. Additional protections against made-for-advertising (MFA) sites, invalid traffic (IVT), and climate-risk inventory were layered in to ensure quality delivery.

The Results

By identifying and blocking an average of 83% of content, the brand agents unlocked the ability to reinvest in aligned content—resulting in a 5x increase in spend on brand-suitable media.

Longer exposure time (+22%, from 1.69s to 2.03s) and increased viewability (+13%) indicate better attention and brand impact. Campfire achieved these improvements for Allagash while maintaining campaign scale and efficiency—proving that better brand alignment and media quality can lead to better media performance.

“Working with Campfire and Scope3 helped us ensure our media showed up in environments that genuinely reflect who we are as a brand. It’s powerful to see that thoughtful alignment can improve performance while also reducing unnecessary waste.”

~Liz Wilson, Senior Marketing Manager, Allagash Brewing

The Sustainability Impact

Scope3 measured the carbon footprint of Allagash's Meta campaigns: 5.36 MT CO2e, equivalent to producing 55,257 pints of beer. The data revealed that shorter video assets (5s vs 30s) reduce carbon emissions by 22% per impression—a meaningful efficiency gain for environmentally conscious brands like Allagash.

By combining brand suitability optimization with carbon measurement, Allagash shows how agentic advertising enables brands to optimize for multiple objectives at once—brand alignment, performance, and sustainability—without compromise. This approach turns environmental responsibility into a strategic advantage rather than a trade-off. In making sustainability actionable:

• Advertisers and brands like Allagash gain actionable sustainability insights that align advertising operations with corporate environmental commitments. Carbon measurement provides proof points for stakeholder reporting and reveals optimization opportunities—like asset length decisions—that reduce environmental impact without sacrificing performance.
• Agencies like Campfire strengthen client relationships by optimizing for both performance and sustainability simultaneously. Carbon data becomes a strategic planning input, enabling agencies to demonstrate tangible environmental value alongside traditional media metrics and position themselves as partners in corporate sustainability goals.
• The advertising ecosystem benefits from a reduced carbon footprint at scale. By proving that sustainable advertising practices can coexist with—and even enhance—campaign effectiveness, brands like Allagash set a precedent for responsible advertising that supports both business objectives and environmental stewardship.

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