Cold Spell’s Presence in Social Media

Services Provided

  • Social Media Strategy
  • Paid Media Strategy
  • Content Creation
  • Social Media Publishing
  • Monitoring
  • Moderation
  • Digital Media Buying
  • Analytics and Reporting

In 2016, Heaven Hill’s latest brand, Cold Spell Whiskey came to LEAP Amp for help to increase awareness of its new challenge shot, through social media.

LEAP Amp built an omni-channel, social media strategy that included a unique approach to Instagram, Facebook and Twitter. The strategy focused on hyper-targeted, aggressive content in an effort to engage Millennials active in the bar scene.

The Objective

Establish Cold Spell Whiskey as the next go-to challenge shot, wherever there’s a party.

ShotsPhoto
Intense Mint Wiskey

Overall Goal

  • Check

    Quickly establish a brand presence on social media.

  • Check

    Increase awareness for the overall brand.

  • Check

    Create an authentic connection with the audience through engaging, relevant content.

The How

An always on social media amplification program was implemented for Cold Spell,
promoting it as the next go-to shot.

Click to View

Through this approach, LEAP Amp could optimize content and ads in real time. By sharing
both user-generated content and creatively executed branded content, LEAP Amp could
get a better understanding of the type of content and messaging the audience prefers.

The LEAP Amp team produced various types of content that could be distributed across their social media channels and immediately recognized as the Cold Spell brand.

Ipads

Ambassador Program

A major aspect of this campaign was social media support for Heaven Hill-appointed, on-premise brand ambassadors tasked with amplifying the brand in more of a “grass-roots” approach.

LEAP Amp used hyper-targeted content advertising to promote each market with a brand ambassador on the ground. This approach helped build a base of support for Cold Spell in the most important local markets.

Live @coldspell Instagram

Posting on social media is easy. Creating a good social post takes skill. Our team hopped on conference calls with the ambassadors to inform them of the Cold Spell brand, the “why” behind the project and share some tips on photography, hashtagging, and social engagement.

Girls on Phone

National Branded Social Channels

Taking designs created in-house and reposting images from Ambassador-led Cold Spell events, LEAP Amp was responsible for the overall growth and performance of the Cold Spell social presence. In no time, the numbers increased.

Results

Results

in 3 Months....

From

0

to

3,459

Likes

3.5

Million Impressions

From

0

to

3,459

Followers

351

Engagements

From

0

to

513

Followers

2

In-market Impressions
in Less than 25 days.

LEAP Amp’s philosophy of amplifying media without adding to the existing noise in the media landscape, helped Cold Spell to quickly acquire followers and continue to grow.