Appleton Estate Rum did. So they called Archer.
Targeted promotions helped us build our audience efficiently and effectively. An early Social win came when Appleton Estate ran the "Toast to the Host Sweepstakes" to capitalize on the Holiday Season when premium spirits sales spike. They followed that success with additional targeted promotions based around key demographics and reflective of the brand position, using paid advertising to amplify the reach to grow the community. Here's where efforts to identify and understand the customer better paid off.
Increase in subscribers added to e-newsletter database
Increase in fan engagement
Featured as a
Facebook Case Study
When style is substance
With Appleton Estate, the imagery was a key to our strategy. How we represented the product, would say as much about how Appleton Estate felt about it as the words chosen. This was a struggle because there weren't many images available. So we created our own; first using the bottle assets and photoshopping them into different environments, and eventually taking our own user-generated style images that were more in line with the target demo and look and feel of Social Media.