Evan Williams Peach Recap 🍑

Evan Williams is one of the most authentic bourbon brands in Atlanta with a great story to tell.  And to tell that story to a large and passionate audience of bourbon lovers, Atlanta Eats created and executed a fully integrated marketing plan for Evan Williams Peach to enhance brand positioning and ultimately drive sales.

OBJECTIVES OVERVIEW

Atlanta Eats sought to accomplish the following Evan William’s marketing/business objectives;

  • Reinforce the presence of Evan Williams Peach brand in the Atlanta bar scene through regular/on-going integrations within the social platforms of Atlanta Eats

  • Create high quality, engaging video and image content assets for Atlanta Eats to promote across our owned media platforms to large and loyal  Atlanta Eats audience 
  • Provide Evan Williams Peach with endorsements from the popular bars and restaurants that carry their product. As well as use the popularity of ATL Burger to increase B2B opportunity for Heaven Hill.

  • Tell the Evan Williams Peach story through three Facebook Lives at popular bars and restaurants in Atlanta that carry Evan Williams Peach. Each will bring the brand to life and and re-position the brand around ATL Burger Week and Speciality cocktails made with fresh ingredients and putting a huge emphasis on serving Metro Atlanta 

 

PAID FACEBOOK LIVE VIDEO CAMPAIGN

OVERVIEW: Three Facebook Lives at popular Atlanta bars and restaurants at 3 to 5 minutes in length.  Evan Williams Peach ‘featured’ by bartenders at each location telling story of their signature cocktail for the Summer and what to pair with items on their menu. Each communicates why its the perfect drink for the Summer and why they carry in at their establishments. Provides great options of where to find a fun atmosphere serving Evan Williams Peach with a huge emphasis on serving Metro Atlanta.

LIVE CALENDAR DETAILS

  • Aired Facebook Live at Cypress Pint & Plate, Featuring Signature Cocktail “Southern Sweet Tea with Peach” – 2 Week Flight  3.14.2018
  • Aired Facebook Live at Neighbors Pub, Featuring Signature cocktail “Pitcher of Bourbon Peach Tea” – 2 Week Flight 3.29.2018
  • Aired Facebook Live at The Nook on Piedmont Park, Featuring Signature Cocktail “Midtown Highrise” – 2 Week Flight 4.17.2018
  • Goals: To reach 21+ audience in Metro Atlanta, 60k video views, Bring brand awareness to patrons of these 3  locations.

Total Impressions: 179,960

Total Video Views: 77,733, Over Delivered by 17,733!!!

SOCIAL MEDIA SUPPORT – BURGER WEEK

OVERVIEW: Leveraging popularity of Creative Loafing’s ATL Burger Week in the Atlanta market, we executed the following on behalf of Burger Week & Evan Williams Peach, a partnership, further endorsing the brands. We increased engagement by going to each location obtaining photos of the BEST Burger paired with an Evan Williams Peach Cocktail. 

PROMOTIONAL DETAILS

  • 5 participating Burger Week restaurants to recieve social posts to Atlanta Eats audience. 
    • Madre + Mason, Big Tex, The Imperial, Grub Burger, Dakota Blue
  • Product Placement of Evan Williams Peach bottle in each post 
  • Total Instagram Impressions: 44,690
  • Total Facebook Impressions: 7,556

TOTAL IMPRESSIONS: 52,246

SOCIAL MEDIA

OVERVIEW: While the core of Atlanta Eats is a hyper-local, informative, and entertaining TV show, it is supported by multiple communication channels such as social platforms, robust website, event marketing opportunities, etc. Atlanta Eats supported Evan Williams Peach with cross promotional social media marketing.

PROMOTIONAL DETAILS

  • 10x Facebook posts Impressions: 14,996
  • 4x Instagram posts Views:  58,795                                                                                                                     

TOTAL IMPRESSIONS: 73,791

WEB PROMOTION

OVERVIEW: At Atlanta Eats we want to help our advertising partners with impactful brand awareness with craveworthy content.  Therefore, gaining a larger Metro Atlanta audience for clients through our robust daily webpage traffic on AtlantaEats.com. 

PROMOTIONAL DETAILS

  • 3x Facebook Lives to be housed on Atlanta Eats website
  • 1x Evan Williams Peach Branded Landing Page on Atlanta Eats
  • 3x Evan Williams Peach specialty cocktail recipes at The Nook, Neighbors Pub, Cypress Pint & Plate

TOTAL WEBSITE IMPRESSIONS: 125,330

ESTIMATED TOTAL CAMPAIGN IMPRESSIONS: 431,327