Leveraging Social Media to support the trade
Client Campari Group
Goal Build advocacy and buzz with U.S. mixologists, influencers, gatekeepers.
Strategy Starting in 2008, Benson worked with Campari America on company-level US PR and later added social media responsibilities to that role. In many cases we created social media programs that amplified the company’s supportive culture and mission. In this case, our strategy included:
- Animate Campari Group’s tagline, “Making Spirited Connections”
- Created content with influencer (Gastronomista) including stories and photos of prominent bartenders
- Provide a platform for bartenders to discuss issues they care about–parenting, staying fit, etc.–and demonstrated Campari America’s support for the bartender community.
Results Campari America has one of the most engaged trade communities of any spirits company:
- Rapid follower growth: Instagram (60k+), Twitter (11k+)
- #Hashtag programs helped promote careers of mixologists
- The agency has continued to work with Campari through 2021