Smirnoff Vodka

About the Project

💼Executive Summary

Smirnoff Vodka collaborated with our team to strengthen its digital presence, launch new product innovations, and connect more deeply with multicultural audiences across the U.S. and LATAM. We executed a robust omnichannel program blending social media optimization, content marketing, META ads, and experiential BTL activations. Additionally, we introduced lead nurturing and scoring frameworks that converted digital interest into measurable brand engagement and consumer loyalty.

⚡Highlights

• Designed and executed data-driven social media marketing across META platforms.
• Built content systems for storytelling, product education, and lifestyle positioning.
• Launched new Smirnoff products with digital-first campaigns and on-ground activations.
• Implemented lead nurturing and scoring to track consumer engagement and conversions.
• Designed a multicultural strategy tailored to Hispanic, African-American, and mainstream audiences.

🚀Business Objectives

1. Digital Engagement: Maximize reach and engagement on social channels with culturally relevant content.
2. Product Launch Impact: Ensure new Smirnoff product lines enter the market with strong awareness and trial.
3. Lead Conversion: Capture and nurture consumer interest, optimizing digital touchpoints for conversion.
4. Multicultural Resonance: Build campaigns that reflect diverse audiences’ values, languages, and cultural moments.
5. Experiential Strength: Use BTL activations to create memorable, shareable brand experiences.

♟️Key Challenges

• Highly Competitive Category: Vodka market saturated with premium and challenger brands.
• Audience Fragmentation: Multicultural audiences required segmented narratives and tailored media placements.
• Digital Fatigue: Need to stand out in crowded digital environments with innovative creative.
• Lead Conversion: Ensuring digital ad spend generated measurable pipeline and long-term loyalty.

🧩Strategy Overview

Omnichannel + Multicultural Lens. We mapped a customer journey from awareness to conversion to loyalty, layering digital ads, organic engagement, and BTL activations. A multicultural approach ensured resonance with diverse consumer segments.

⚙️Solutions Deployed

A) Social Media Marketing & Optimization

• Developed platform-specific strategies for Instagram, TikTok, Facebook, and YouTube.
• Optimized posting schedules, creative formats, and engagement responses.
• Leveraged cultural moments (music festivals, holidays, sporting events) for real-time activations.

B) Content Marketing

• Produced lifestyle-driven content: cocktail recipes, mixology tutorials, behind-the-scenes brand stories.
• Created bilingual assets (English/Spanish) for multicultural reach.
• Built seasonal campaign themes (summer cocktails, holiday celebrations, urban nightlife).

C) META Ads (Paid Media)

• Ran multi-objective campaigns (reach, engagement, conversions) on Facebook and Instagram.
• Applied A/B creative testing to optimize click-through rates and video completion.
• Implemented audience segmentation (Hispanic, Gen Z, Millennials, urban nightlife consumers).

D) Lead Nurturing & Scoring

• Built CRM-integrated workflows to capture leads via landing pages and contests.
• Scoring model prioritized high-intent consumers (event sign-ups, recipe downloads, email interactions).
• Automated nurturing sequences with personalized offers and invitations to Smirnoff experiences.

E) New Product Launches

• Developed go-to-market playbooks for flavored variants and limited editions.
• Executed teaser campaigns followed by influencer collaborations and launch events.
• Retail support via digital-to-store strategies: geo-targeted ads and “find near you” landing pages.

F) BTL Events

• Curated on-ground activations: mixology sessions, branded bar takeovers, festival sponsorships.
• Integrated digital amplification (event hashtags, UGC contests, live-streams).
• Captured data at events for ongoing nurturing and retargeting.

G) Multicultural Omnichannel Strategy

• Tailored creative to diverse cultural identities (music, food, traditions).
• Partnered with Hispanic and African-American creators to build authentic voices.
• Ensured language inclusivity (bilingual assets, regional slang).
• Distributed across social, paid, events, and retail to unify messaging.

6) Results & Impact (Illustrative Metrics)

• Social Media: +78% engagement rate lift; 120K new followers in six months.
• META Ads: CTR improved by 34%; cost per lead decreased by 22%.
• Lead Nurturing: 15K+ new leads captured; 40% nurtured into repeat engagement.
• New Product Launches: 2.5x higher awareness lift vs. baseline campaigns.
• BTL Events: 25K+ participants; 68% reported increased brand affinity post-activation.

Outcome: Smirnoff Vodka positioned itself as a culturally relevant, digitally optimized brand—seamlessly blending online, offline, and multicultural strategies to drive growth and consumer loyalty in El Salvador.

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