Building brand awareness on an extremely limited budget

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Despite being the no.1 100% blue Agave tequila in Mexico, el Jimador was yet to make an impact in the UK.

We needed to use social channels to build the brand.

Our task was to create a social campaign that went beyond engagement, delivering a brand-building activation plan that would increase awareness, educate consumers and lead to a greater understanding and reappraisal of the tequila category. Inspiring consumers to think like a Mexican, drink like a Mexican and forget about tequila being only for shots.

All on a very tight budget!

We tapped into Mexico’s vibrant spirit

Understanding that our target audience is motivated and excited by discovery, we leveraged the brand’s strong Mexican heritage and tapped into the heart of Mexico’s vibrant spirit - a melting pot of ancient history, modern culture, street art and music. To maximise our impact we decided to focus on a key event which represented the true spirit of Mexico - Dia de los Muertos, or Day of the Dead; a uniquely Mexican celebration of death and the afterlife.  Rather than a sombre event, this is an inspiring celebration of life and we wanted to bring this highly emotive celebration to the UK in a way that would inspire our audience.

Our ‘Beautiful Chaos’ creative platform was born.

We developed a campaign that brought to life the attitude and character of the festival; commissioning 8 of the UK’s most respected artists and briefing them to celebrate the life of someone who had been an inspiration to them. 

Their individual stories and their works of art were captured and promoted via Facebook, influencers owned channels (which increased our reach by 150K) and a sponsorship with well-known digital influencer BarChick. A neck collar in the off trade drove to online content and heroed the key serve ‘The Paloma’ and on-trade activations around Day of the Dead, displayed the artworks, with bartenders and influencers creating their own own take on the el Jimador Paloma, specifically for our Dia de los Muertos celebrations. 

A 25% increase in awareness

The spirits were looking down on us, as our Day of the Dead content surpassed KPIs, increasing brand awareness from 10% to 12.5% and ever tried from 3% to 5%. Total reach was over 2.5 million on Facebook with an engagement rate of 7.4% and email open and click through rates of 19% and 25%.

Chris Falconer