Across the six Proximo brands in our portfolio; House of Angostura, Stoli Vodka, Kraken Rum, Amarula, Jose Cuervo and 1800 Tequila, we developed unique strategies to cater to the individual business goals, whether that be brand advocacy amongst Australian bartenders, or awareness within our target demographics. As well as individual campaigns, we also run the social management across each brand, with the aim of nurturing the individual communities, identifying opportunities for engagement and building audiences.
Our methodology was to rescope the social strategy and develop the brand identity of the six brands, using this as a kick-off point to running their social channels. Our social offering involved everything from monthly content calendar creation, to delivering creative assets and overseeing a paid strategy. On top of this, for each brand, we delivered social influencer campaigns with varying tiers of reach, targeting tastemakers in food, fashion and culture who could share the brand messages in an authentic way and become true advocates.
Additional activity across the brands differed based on their individual needs and objectives – for example, for 1800 Tequila, we ran an awareness event for mid-high reach influencers within our target demographic. Social Soup managed the event from start to finish; including everything from influencer invites, to event design and prop sourcing, to liaising with third parties such as the venue.
Pieces of UGC
Overall, our work with Proximo and six of the spirits brands from their portfolio has delivered a multi-faceted partnership which has seen tangible results across both our influencer campaigns and overall social management. Using specifically targeted influencers to each brand generated positive conversations online, we kept this momentum by re-engaging dedicated fans with events, creative campaigns and further opportunities for engagement. We’ve seen growth of up to 86% across audience size since taking over the social handles (Amarula Instagram) and have generated a large number of high quality UGC to be repurposed for brand channels.