Crafting the perfect cocktail can be challenging, but it doesn’t have to be! Brands like Tres Agaves make it easy for consumers to spend less time making a beverage and more time enjoying spirits with family and friends. It’s as easy as uno, dos, Tres!
Tres Agaves is most widely known for its organic, award-winning margarita mixers and agave nectar offerings. More recently, the brand expanded into Anejo, Blanco, and Reposado tequilas. Tres Agaves wanted to capture the attention of new and existing customers and show them how they apply the same craftsmanship and consideration they bring to their mixers to this new line of tequilas. With tequila popularity exploding across the nation, the brand knew they had a key point of difference—an organic spirit that’s free of additives with an accessible price point.
To help introduce and amplify the tequila trio, Praytell created an integrated social and influencer content strategy to raise awareness and drive purchase intent during key seasonal moments.
Before developing a new tone of voice and visual identity on social media, Praytell Agency:
Conducted thorough social listening to understand the type of conversations surrounding spirits and tequila
Audited leading competitors to leverage white space for Tres Agaves in a crowded landscape
Gained a deeper understanding of visual and written best practices for all Tres Agaves platforms so that each piece of content made an impact
Through our findings, Praytell developed an integrated strategy, which consisted of the following:
Content creation that prioritized warm, relatable visuals and a witty tone that would remind our audiences of happy hour banter with friends
Proactive and reactive community management to foster and increase engagement with our followers
Thoughtful analysis of social metrics to ensure new learning and an elevated strategy at every turn
New partnerships with stakeholders in a wide array of landscapes—from fashionistas to tastemakers—to drive home that this tequila is a lifestyle product
An always-on paid media campaign to maximize conversions and prove the efficacy of our creative month over month
Instagram – the brand’s primary channel – is known to reward curated and aesthetically-pleasing content, so our strategy for Tres Agaves followed suit. To attract new users, Praytell executed the following tactics:
A content series leveraging micro and nano influencers who had a loyal following and fit the welcoming tone of Tres Agaves.
Content showcasing products in accessible settings. Followers are encouraged to make easy-to-follow cocktail recipes with Tres Agaves at their side and we use seasonal celebrations as an opportunity to make an ordinary beverage special.
Community management that nurtures the existing fan base with positive interactions and welcomes new audiences into the world of Tres Agaves
Paid media amplification to boost popular organic content and create ads to increase brand visibility
Content measurement and data analysis that help us convert insights into actionable next steps, whether we’re pivoting under-performing content series or creating new concepts that align with the pulse of the spirit category
Praytell’s creative strategy blends approachability, simplicity, and finesse to drive awareness and consideration among core audiences, both online and in-store.
With our refreshed strategy and tone of voice on social media, we saw growth across all key metrics for the brand. This includes a 120% increase in engagements, a 2,522% increase in impressions, and a 163% increase in followers, compared to the previous year. Our dynamic approach to content creation resulted in 2k+ lifestyle and product assets for use across their marketing properties. As of December 2022, Tres Agaves has garnered 20 million impressions, 1.8M engagements, and an 8.89% Engagement rate since partnering with Praytell Agency.
