Case Study: William Price Distilling & Highway Vodka
Project Overview:
For these craft distilleries, my approach focused on enhancing brand storytelling and positioning through influencer marketing. We built a directory of over 150 influencers, which included local talent in the Houston market that would provide us a guaranteed ROI.
Project Approach:
Our team worked with upper management to develop weekly program to increase sales in the tasting room, our gift shop, and to increase brand awareness. The Eli Group handled all communication with the influencers including: fee negotiation, provided each individual with detailed posting instructions, and ensured the deliverables were shared promptly.
Outcomes:
The Eli Group created and executed customer-attracting programs such as themed events, influencer-hosted cocktail classes, and initiatives like Steak Night and Sunday Brunch & Beats. We established an influencer marketing program, increasing Instagram followers by 3,000+ and generating over 2 million impressions. We gathered user-generated content from influencers and provided creative direction when needed. Our collaboration with PR specialists ensured media coverage aligned with the distillery's events, while creative direction in photo shoots and campaigns enhanced brand aesthetics. These efforts helped triple bar sales from 2022 to 2023, and we continuously monitored performance metrics to refine strategies.
