A few years ago, I had the pleasure of working closely with Jonathan Goldsmith, formerly known as The Most Interesting Man In The World. Jonathan left Dos Equis to become part owner in Astral Tequila - a craft spirit distilled in Jalisco, Mexico.
I contributed to Astral Tequila’s organic social growth - bringing it into the top 5 tequila brands on Instagram. We did this through a combination of strong creative, quirky copy lines, Instagram Stories segments, as well as highly shareable GIPHY stickers which captured over 5 million views and counting.
Case Study - #ThisCallsForTequila Campaign - Astral Tequila
#ThisCallsForTequila Campaign - re-introducing our celebrity partner, Jonathan Goldsmith also known as The Most Interesting Man In The World into the public eye. We created social-first campaign videos (10-15 second spots) with Jonathan tying in topical moments to celebrate with you and your friends.
YouTube - Published #ThisCallsForTequila videos on YouTube that coincided with Paid YouTube campaign targeting consumers in our major markets (TX,CA,NY)
Facebook- Paid FB & IG awareness campaigns targeting tequila consumers in our major marketings of TX, CA, NY
Instagram - Created a unique Instagram Content Strategy consisting of Cocktail Imagery, Distillery Imagery, UGC, and Campaign Videos.
Twitter- increased fan engagement, utilizing GIFS, memes, and short-form videos as well as witty one-liners from the man himself.
KPIs:
Increase Brand Awareness measured by increasing Instagram following from 5K to 30K followers through paid and organic social
2. Increase sales by 20% YoY
Outcome:
Both KPIs were hit and the I grew the Instagram account to 70K followers - exceeding expectations! The global sales increased YoY by 43%!
Photography / Creative Direction / Art Direction/ Creative Copywriting
Last year, I produced Davos Brands Sizzle Reel that was shared with our Sales Team, Southern Wine And Spirits, as well as other Key Accounts in order to boost sales for our portfolio. Our award winning portfolio included - Astral Tequila, Aviation Gin, Sombra Mezcal, and TYKU Sake
