Cognac Maniacs, the marketing entity of the BNIC which represents all the growers and Cognac firms of the region was looking to reach a Millennial audience to aid in the increase of Cognac depletions in the USA. Due to demographic research, our team chose Instagram as their primary social network. The goals were:
- Create a fun social environment to engage consumers, influential, and trade.
- Increase awareness about Cognac Maniacs – BNIC.
- Grow Instagram Following to 10k US based followers.
- Keep the community informed about news, education, events, reviews, and exclusive offers.
In order to achieve these goals, a massive regram campaign was developed around the #CognacManiac hashtag. The community was educated to craft Cognac cocktails and tag them for a chance to be featured in the Cognac Maniacs account. The results of the campaign:
- Average likes increased from 102 to 251 per image (39% growth) with the most likes at 320.
- Average engagement rate increased 12.2% to 3.37%.
- Average comments per image increased 69%.
- Cognac Maniacs posts consistently made the “Top Posts” feature.
- Account grew to 9799 geo-targeted followers in 3 months.