BRIEF

Encourage Canadians to stay home during the 2020 Cinco de Mayo to help flatten the curve, and support the hospitality industry, one of the hardest-hit sectors directly impacted by COVID-19, through an inspiring social media campaign to”#LiftSpiritswithEspolon.”

OBJECTIVES

• Support the service industry by hiring restaurants across Canada to collaborate.
• Launch Espolon Tequila Canada on social media for the first time and grow followers.
• Increase brand awareness in Canada within the target market.

STRATEGY

• Partner with five independent restaurants that have been impacted by COVID-19, with national reach.
• Organize a Cinco de Mayo Tequila and Taco Tour “Crawl” back-to-back on Instagram on May 5th, launching at 5 pm.
• Each chef created a South American inspired recipe and tequila cocktail for audiences to follow along (promoted in advance of the live experience)
• Cooking demos end with a live Grand Margarita Kit Giveaway
• In tandem, 12 prominent influencers in the food and beverage space launched Grand Margarita Kit Giveaways, all launching on May 5th at 5 pm.

Restaurants included:

• Rosalinda Restaurant
• DaiLo Restaurant
• El Catrin Destileria
• Native Tongues Taqueria
• The Citizen

RESULTS

• Over 1 million total campaign impressions
• 5 Participating restaurants achieving over 672k Impressions
• 12 Influencer giveaways, earning over 10k giveaway entries with 100k potential social impressions
• Over 9.5k giveaway entries.
• Over 1,500 follower growth on  the brand new launched, Espolon Tequila Instagram account