Emotive Beverages — Dakota Jaggs

MARKETING STRATEGY

EMOTIVE BEVERAGES - SOCIAL MEDIA STRATEGY

Project Context

Emotive Beverages, a premium Canadian canned wine looking to resourcefully increase awareness via social media.

Created for: Daryn Medwid, Co-Founder and the Emotive Beverages team

Impact

Drive and strengthen brand awareness, engagement, positive reviews and WOM; leading to more sales, from relatable content and trusted micro-influencers promoting via Instagram

Challenges

Lack of brand awareness and distinct brand persona
Low market share in a highly competitive space
Limited marketing budget and lack of social media talent

Process

Conduct User Interviews of Emotive’s Target Market
Identify Social Media Channel(s) and Social Media Campaign Options
Select the Type of Social Media Content

Methods & Tools

User Interviews
Email Campaigns i.e. Reply.io
Influencer Search Tools i.e. Strawberry social
Royalty-Free Content i.e. Unsplash

Key Contributions

Screen Shot 2020-04-20 at 6.32.14 AM.png — Identified and reached out to multiple local micro-influencers utilizing influencer search tools i.e. Strawberry social and email campaigns

Screen Shot 2020-04-20 at 6.40.46 AM.png — Strategized communication strategy for influencer partnerships. Created detailed email templates resulting in high-quality content and captions

Screen Shot 2020-04-20 at 6.42.40 AM.png — Created holistic social media strategy with an overarching key message and goal, including designing sample posts, captions and hashtags to give examples of messaging.

View our 1 pager justifying our Influencer Campaign

Strategized social media platforms, campaign options, and influencer types relevant to the company’s goals.

One-pager

Client Feedback

As I had previous experience executing social media campaigns, I learned how to lead a team through a social media strategy case. As well, share my expertise to create a sound recommendation that was detailed to the client's needs.

The client's feedback was overall very positive and he appreciated the details on how to implement the strategy:

"The most tactically focused of the three groups. Could have dove deeper into the strategy pool but the tactics were excellent and detailed Instagram influencer contact creation and the trust that it engenders with consumers was excellent. Loved the influencer cost breakdown – a good way to budget efforts The detail around ‘how’ to execute was appreciated" - Daryn Medwid, Co-founder of Emotive Beverages