← Leveraging Analytics for a Summer Content Campaign

At VaynerMedia, our team spearheaded a summer content campaign for Ole Smoky Moonshine, a leading brand in the spirits industry. The goal was to create engaging video content across social, supported by paid advertising, to increase brand visibility and engagement.

  • We conducted a comprehensive analysis to identify the target audience's demographics, interests, and online behavior across different platforms.

  • We collaborated with the design and copy teams to brainstorm and execute content calendars and videos. The content was tailored to resonate with the target audience, focusing on their preferences and behaviors.

  • Content was implemented in paid social campaigns and select organic content was boosted to amplify the reach of the videos and maximize engagement.

 

The above image is an example from Unmetric

Data-Driven Approach:

To ensure the success of the summer content campaign for Ole Smoky Moonshine, our team conducted a comprehensive analysis of the target audience. This included analyzing Facebook, the largest platform for Ole Smoky with 1 million followers at the time, to determine the average age of users.

Additionally, we gathered information about the customers who visited the three distilleries to create detailed buyer personas.

These personas included information such as age, financial background, moonshine flavor preferences, music preferences, and more.

 

The above image is from gatlinburg.com

Collaboration and Creative Development:

Armed with these insights, we educated our creative team, some of whom were new to the brand, and began collaborating on summer videos.

This collaboration not only ensured that the content resonated with our target audience but also led to the opportunity for 2-3 months of creative content.

By planning ahead, we were able to reduce spend for the client and maximize efficiencies elsewhere.

 

Photo credit to VaynerMedia, 2017

Results and Delivery:

The three videos, as well as numerous photo assets, produced for the “House of Ole Smoky” summer campaign were well-received by the audience and used long after the campaign ended.

This success not only contributed to increased engagement but also showcased the effectiveness of data-driven audience analysis and collaboration in achieving our campaign goals.