Caribbean Moonshine is known for its unique, tropical-infused spirits, blending island flavors with a moonshine twist. With growing popularity in the area, the brand sought a structured approach to attract new customers beyond word-of-mouth and organic social media.
Initial Challenges & Goals
With growing popularity in the area, Caribbean Moonshine sought a more structured approach to attract new customers beyond word-of-mouth and organic social media. They were open to any recommendations we had to increase tasting room visitations. Our approach consisted of three main pillars:
1. Promote more walk-ins: we wanted to spread general awareness about the distillery through targeted Facebook & Instagram advertising.
2. Promote Event Attendance: we helped them promote their popular events such as "Moonshine Mixology."
3. Begin Offering Tours & Classes: we helped Caribbean Moonshine install tour booking software on their website so they could expand their offerings into a new revenue channel.
Facebook & Instagram Advertising Strategy
We started by targeting audiences within a 20-mile radius of the distillery who were interested in rum, live music, cocktails, and other relevant interests. Once we defined our target audience, we designed three different types of ads:
Tour & Class Booking Ads: promote Caribbean Moonshine's tour experience. These ads drove traffic directly to the tour booking page on their website so customers could easily book their tour online.
Event Attendance Ads: we regularly created new ads for the different events Caribbean Moonshine would host at the distillery on a weekly basis. These event ads ranged from live music promotions, to bingo promotions, to karaoke night promotions.
Walk-In Ads: we designed ads to position Caribbean Moonshine as a fun weekend hang-out spot for local customers. These ads were effective to bring in regular customers who would make a habit of visiting the tasting room.
Finally, we set up Retargeting Campaigns to get ads in front of people who had already visited the website or engaged on social media. Our retargeting campaign ensured potential customers would see Caribbean Moonshine's ads multiple times and become familiar enough with the brand to get them to the point where they were ready to visit.
Email Marketing & SMS Strategy
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To build a successful Email & SMS strategy for Caribbean Moonshine, we focused on two main things: continually growing their contact lists and sending regular campaigns to stay top of mind with their customers.
Growing the lists: to grow their contact lists, we installed a pop-up on their website that captured potential customer's email and phone number data in exchange for enticing offers such as complimentary tastings or discounts off of tours or classes. As more people were visiting the website from our Meta Advertising strategy, more people saw pop-up and Caribbean Moonshine's email and SMS lists began to grow.
Regular Campaigns: we sent out weekly email and SMS campaigns to their database. The messages in these campaigns ranged from events happening that week, to tour promotions, to educational content. This proved effective as Caribbean Moonshine became more top-of-mind due to regular communication with their customers. They saw new customers begin to visit and more frequent visitations from previous customers.
Results
Caribbean Moonshine nearly doubled their revenue in just under six months of working with us. They experienced noticeable increases in tasting room traffic and higher event attendance.
You're very effective at delivering great social media strategy, especially in the complicated world of alcohol and craft distilleries.
Mike, Co-Founder of Caribbean Moonshine
