Jose Cuervo: Sparkling Margarita Media
Jose Cuervo hired Awaken to create a media campaign to drive awareness of the Sparkling Margarita as a convenient, refreshing serve and convert white spirits drinkers to tequila drinkers through refreshment and flavour cues. This 6-month campaign ran across EMX, Spotify, Tinder, ARN, Dan Murphy’s, Snapchat, QMS, BWS, Meta, Val Morgan, and The Trade Desk.
This campaign smashed our KPI goals, overdelivering on seven of the fourteen channels, and meeting our KPIs on two further channels.
For our work on this campaign we were named an Honoree for The Webby Awards in the category of Best Growth Strategy, the only Australian agency to be recognised in the best growth category.
The campaign was set up with the three strategic goals of awareness, consideration, and conversion.
Awaken was also hired for production of the creative assets. These were used strategically within each layer of this media campaign.
Awareness: Designed to aid in an increased awareness of Sparkling Margarita. We utilised audio and video assets to achieve this. Our media goals were completed views and listens (15”+), with a cost-per-completion (CPCV/CPCL) measure.
Consideration: This lower funnel activity was designed to drive action, and prompt a consumer to make a purchase once they have landed on the retailers’ website. Our media goals were clicks to the website, which in this case was BWS, with a cost-per-click-to-website (CPCW) measure.
Conversion: This activity was designed to drive immediate sales uplift, and consisted of promoted products on Dan Murphy’s and BWS. Our media goals were transactions, measured by return-on-ad-spend (ROAS).
Highlights:
9 of the 14 channels met or exceeded their KPI goals.
Spotify, ARN, and Meta smashed their KPI goals coming in 50-75% below our cost target.
Four further channels over-delivered between 7-35%.
Our results
Awareness Layer:
2 of the 9 channels met their KPI targets, while 4 of the channels significantly over delivered. 3 of the channels under delivered on their KPI goals.
Consideration Layer:
2 of the 3 channels significantly over delivered on their KPI goals. 1 of the channels under delivered on their KPI goals.
Conversion Layer:
1 of the 2 channels significantly over delivered on its KPI goal. 1 of the channels under delivered on their KPI goals.
