ESPOLÒN TEQUILA
Role: Strategy, Social Listening, Editorial Calendar, Community Management
Media: Social
The Challenge
Espolon was a growth engine for Campari with a small but adoring fanbase. Fueled by popularity with a hipster audience, it was quickly achieving visibility with the masses. Eager to continue growth but fearful of losing their perception with the niche audience, Espolon needed a strategy to please all markets.
THE STRATEGIC SOLUTION
Building off of the credibility gained by their partnership with Mexican artist and activist Guadalupe Posada, our strategy was to change the perception of Espolon from a spirits brand to a cultural collaborator. In this way we could position ourselves as an authentic brand in a sea of vapidity.
the idea
Hero the creative class with something to say and social change in mind. We partnered with Vice to create an online zine where digital artists would create freely around the social causes Espolon stood behind. The artists became our mouthpiece, Vice was the vehicle for distribution, and Espolon became the force that brought this to life. This led to the Espolon bottle and calaveras becoming icons of self-expression across UGC social media posts.
THE RESULTS
UGC went through the roof, driving a 40% lift in share of voice.
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