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%!