This summer Sauza Tequila dedicated it's Instagram channel in helping evoke the emotion that comes over someone before taking a sip of something new in the real world. Gone were the days of making it with Cowboy or a Lifeguard. Sauza stepped forward with a bold new look, a bold and contemporary new voice, and some bold new content to inspire a new generation of men and women to not just enjoy Sauza Tequila in different ways, but to make it the tequila for all of their margaritas. BOLD.
Summer was the time for Sauza - giving new and existing margarita lovers many reasons to fall in love with the brand on an everyday basis. By sticking to our "Instagram Purpose," we were determined to not just have fans fall in love with Sauza, but inspire them to try something new. We wanted to show them the right way to margarita.
We kicked off our social campaign with our most visual and successful concept of the group, "That First Sip." This concept helped create a consistent visual language and unique perspective, and treated the cocktail as the focal point. Inspired by the popular hashtag, #FromWhereIStand, this unique first person POV photography style gave fans a taste of what a better margarita offers by offering better views of our favorite cocktail. It also helped recreate the feeling and emotion that comes over someone before taking a sip of something new - cravings that we can all relate to.
And as the seasons changed, so did our feed. By updating the series to reflect relevant seasons and celebrations, we kept followers up to date with the most delicious tequila cocktails from Summer to Winter. We even made these posts more engaging by utilizing cinemagraphs and stop-motion animation to show how easy these beautiful cocktails are to make at home using everyday ingredients.
To close out the year, we looked at margaritas through a more Mexican lens with a Dia de los Muertos fiesta that lent its unique visual style to our various content series. All our content was updated to celebrate this special night with a blow out Dia De Los Muertos Fiesta, garnering some of our most engaging content across all platforms.
To sum up Sauza's 2015 as anything short of bold would be like making a margarita without, well, us – missing the point, and/or party. This total Instagram effort cast new light on the brand with fans quite literally seeing us differently, all while encouraging them to experience Sauza in more ways than ever before.
We've grown from under 1,139 followers in July to 7,858 in December - that's a 459% increase! Since July, our Average Engagement Per post has grown from 73 to 97 (33% increase). And in the same period our Total Monthly Engagements has grown from 804 to 1244 (55% increase).
We had over 23 million impressions, 2 Million actions, 1.6 Million video views - all with an engagement rate of 8.6% and a video completion rate of 22%.
But most importantly, our fans loved our content…