El Tesoro Tequila (White Label)

I was commissioned to carry out an end-to-end social media strategy and content audit for the re-launch of the El Tesoro Instagram channel. After an audit of the channels brands creative on Instagram, we identified some quick wins to grow the community and brand awareness and a lack of video content which works harder to tell a brand story and engage an audience. To save the brand money and prevent filming new content, I carried out a content audit of various films already sitting in their content library, which we repurposed and re-edited to form a deeper brand story. The result was a selection of social cut-downs for the Instagram channel to support a broader content plan. In addition to the content plan, I produced KPIs against industry benchmarks for the brand to monitor and achieve for a 3-6 month period. Other actions on the campaign included content planning, frequency recommendations and copywriting. In the first month after re-launch, the brand steadily increased its followers week-on-week by 1-3%. Engagement rates increased by 0.1-2.3% in the first month.