Adjusting Content Strategy in Unprecedented Times

Solento Tequila, a new high-end USDA Certified organic sipping tequila, officially launched their brand in late 2019 and quickly needed to pivot their strategy for these unprecedented times. Working together, we built a new approach that combines original business goals to build brand awareness, generate sales, and create brand recognition, with new tactics fit for the times. Below is how we did it!

We found new ways to bring eyes to their page, generate UGC, push online sales, and tie in their influencers. We created activations that generate revenue for charities,  provide tips and tricks to users to help them get through this time, spark creativity in a time where we must remain in our homes, and provide a nice escape from today’s world.

Happy Hour at Home–IG Live Series–Influencers & Owner

To activate their influencers from home and create organic brand awareness, Solento has started Happy Hour at Home. During these happy hours, Solento influencers share insights and advice in a casual setting.

Product Giveaways for UGC Generation 

In order to push sales and creativity. Solento has started a bottle art contest that will be an evergreen contest. Once a month, they will give away a prize to one lucky winner who makes the most beautiful creation from their empty bottle. 

Cocktail How To Videos with Real Bartenders- Solento Gives Back

We originally had the idea of making cocktails in the feed and on IGTV in fun environments. We pivoted to utilizing bartenders from bars where Solento is sold in an effort to support the bartenders and help them receive tips. These IGTV videos have the bartender’s Venmo name attached so you can send them tips throughout. This not only keeps the relationship between Solento and their retailers alive, it helps those in the hospitality industry that are getting hit hardest.

Lifestyle–Shift from Wanderlust to Lust-Worthy Homes

Beautiful interiors, shadow play, at home bars, and home envy eclipse wanderlust for lifestyle shots at this time. Solento pivoted strategy from high end wanderlust photography to high end interiors and beautiful homes. Editing their original strategy, but staying on brand.

Cocktails–In Adjusted Environment 

We adjusted the product in environment cocktail images to be at-home centric, sharing cocktails with family. This content focus shifted to cocktails by the fire and at-home bars as opposed to cocktails in a bar or nightlife setting, or at parties.

Big Giveaways

These quotes have shifted to include special offers, nice messages, and giveaways for charities. Solento will be giving away a prize pack estimates at $5k value. To enter you will donate money and 100% of the proceeds will be donated to a COVID 19 related charity.

Paid Social Delivery Focus

In addition to pushing brand awareness and traffic as planned, our lower-funnel initiatives pivoted to promoting delivery in regions where Solento delivery is available. Ad creative focused on at-home settings and the brand’s tagline, “A Celebration of Slow,” encouraging

Our approach to Solento’s content pivot was tailored to their immediate business goals in response to the ongoing circumstances. Our approach varies with each client, and we are currently offering free 30-minute consulting sessions with our Director of Graphic Design & Social Media, Brett Sirianni.

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