Adding Some Social Flavor to Bird Dog Whiskey
When creating content (and strategy) for the most awarded flavored whiskey around, you’ve got to wear your thinking cap. And your creative cap. And your photography and your writing cap. In other words, I got to produce content strategy, oversee content creation, and direct some photoshoots that contributed to a 69% increase in social profile views and a 120% increase in conversions.
The Insight & Execution:
My success (and the team I supported) was rooted in understanding the audience—who they were, how they spoke, what their interests were. To learn about them, I joined my team in studying the public profiles of Bird Dog’s followers. I also dug deep into their Google Analytics to look at the demographic and psychographic info we could glean from folks who visited their site.
In a big team with endless moving parts, this information provided persona guidelines content creators could use when drafting monthly organic calendars, video creators could go back to when shooting recipe reels, and I could study before directing some of the many photoshoots we executed for the client. I was also on hand throughout the engagement to develop blog strategy with our SEO team, provide copy magic for recipes, and review/provide coaching on creative before it went out the door.
The Result:
Engagement on social content skyrocketed. Thanks in part to my efforts (this truly was the work of an exceptional team), video views shot from double to quadruple digits, contributing to a 69% increase in social profile views. Meanwhile, a topic cluster blog strategy, regular emails, and paid media helped drive a 120% increase in conversions on birddogwhiskey.com.
Agency: Rebel
Client: Bird Dog Whiskey
Lead Strategist: Colleen Minerley
Creative Direction and Copywriting, and additional support: Yours Truly (among many others)