National Spirits Instagram Strategy
- Create a fun social environment to engage consumers, influencers, 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.
First, a daily posting schedule was put in place.
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.
In order to connect with industry influencers such as Sommeliers in high-end bars and restaurants, an Instagram messaging campaign was conducted to reach those on-premise influencers.
- Average likes increased from 102 to 251 per image (39% growth) with the most likes at 320.
- The average engagement rate increased from 3.37% to 12.2%.
- Average comments per image increased by 69%.
- Cognac Maniacs posts consistently made the “Top Posts” feature.
- The account grew to 9799 geo-targeted followers in 3 months.