Heineken has appointed global social media agency We Are Social to work across its Bulmers cider and Jacques cider with fruit brands in the UK.

The appointment follows a multi agency pitch and We Are Social is currently planning 2012 activity for the brands, which will kick off from January and ramp up activity around the start of the summer ‘cider season’.

We Are Social will work on all elements of social media for Bulmers and Jacques, with development of a full creative and strategic plan currently underway. Work on the brands will draw heavily upon social media research and insight, including competitor analysis and brand tracking. We Are Social will work closely with the other agencies involved in both businesses.

Douglas Cook, brand manager for Bulmers at Heineken in the UK, says: “Social media is a crucial channel for us to understand and be active in as it’s a main means of two-way communication with our drinkers. What impressed us the most about We Are Social was their strategic process and dedication to research and analysis as an essential underpinning of all social media activity.

“This understanding means not only great evaluation but fantastic creative and a brilliant experience for our online consumers. We are really excited about working with We Are Social in 2012 and beyond.”