Launching Toast for NextGen Bourbon Drinkers
How do we introduce Basil Hayden’s Toast to new and existing bourbon fans?
The launch of Toast coincided with a new look and feel for Basil Hayden—the first update in nearly 30 years—and the brand wanted to expand their audience beyond your expected bourbon aficionado.
First, we created can’t-miss content to tease our new news on Instagram: grid and Story posts stirred up excitement and curiosity to inspire audience engagement.
Then, we gave fans their first look with a big reveal.
But that was just the beginning.
To keep momentum going, we launched a social word of mouth campaign by tapping into this audience’s love for design, sophistication, and elevated experiences: their chance to win a one-of-a-kind oak at-home bar, custom-built in collaboration with Fort Standard.
The Home Bar of Your Dreams
The giveaway ran for seven days with a CTA that encouraged users to tag a friend to be added Toast's “Close Friends” on Instagram for a chance to win.
Fort Standard and Food52 also promoted the giveaway on Instagram and via email.
0Innovation SABRE Award — Best Use of Social Photos
0 %Engagement Rate
0 KNew Followers added to @BasilHayden — 170% Growth