Founded to honor Mexican Independence Day, our client's mission is to encourage their consumers to break tradition and be bold. By taking chances, they have successfully redefined the tequila industry and set the standard for Mexican Tequila for the past 70 years. They were looking to celebrate this holiday with diverse and meaningful content across IG.
THE RESEARCH
VizSense research found gaps in our client's current message strategy. The brand limited their branding to shot taking. However, our research found our client was the only product across the 7 brands analyzed that is valued for both shots and mixing, while typically their competitors are valued for one or the other. We shift our campaign messaging to focus our content to crafting the perfect mixed drink.
THE SOLUTION
VizSense structured a program that celebrated Mexican Independence Day while sharing the brands history across Ohio. They tasked VizSense with elevating brand consideration and awareness while driving conversions in consumers aged 25-40 in Columbus, Cincinnati, and Cleveland, Ohio during a 45-day activation to Drizly.
Industry
Alcohol
Platforms
Instagram
Target Audience
Cincinnati
Columbus
Cleveland
THE RESULTS
210.4k
Reach (in our 3 target cities)
435.9k
Impressions (in our 3 target cities)
1.4k
Engagements
29%
Sales Lift (in our 3 key markets)
THE BREAKDOWN
Influencers were carefully selected within our target locations, and their follower demographics were vetted to ensure our target market in Ohio would be reached through curated influencer content. VizSense successfully increased sales by over 37% in our three key markets. Our cocktail recipe strategy was a hit, garnering 22% higher engagement than the shot-focused content.
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