1800 Tequila: Social Amplification
1800 Tequila hired Awaken to create a media campaign across YouTube, Snapchat, and Pinterest, using content pieces generated by social influencers in partnership with Analog Folk, to build 1800 Tequila as a premium lifestyle brand and the go-to tequila for Cool Hunters. The campaign was set up with the strategic goal of awareness.
Awareness: Designed to aid in raising unprompted awareness of 1800 Tequila utilising video assets generated by social influencers in partnership with Analog Folk. Our goal was video views with a cost-per-view (CPV) measure.
Our results - every channel performed on target or outperformed benchmarks:
Youtube: CPV delivered 33.33% under the KPI cost target. YouTube viewers were the most engaged, with an excellent completion rate of 53%
Snapchat: CPV delivered 71.43% under the KPI cost target. Users on this channel showed strong engagement, with a respectable completion rate of 34.98%
Pinterest: CPV delivered right on the KPI cost target, and was also the second most cost effective channel in terms of CPV and CPM.
The campaign performed very well overall, particularly on YouTube, demonstrating that longer-form, portrait videos have a place on more traditional video platforms and that influencer content can be an effective tool on a brand’s social channels, as well.
