Making friends for Tequila Rose on Palentine’s

Making friends for Tequila Rose on Palentine’s

The Brief

After the pandemic shut down the hospitality industry, on-trade favourite Tequila Rose had to pivot to become an at home tipple. The strawberry cream liquer turned to Democracy to find a new way to reach its established female customer base, as well as a growing audience in the LGBTQIA+ community. As Palentine’s Day aligned with Tequila Rose’s inclusive and friendship-centric ethos and had gained commercial traction in recent years, this presented an authentic opportunity to take ownership of the occasion and give consumers an uplifting reason to raise a glass - whilst nurturing brand love amongst the LGBTQIA+ community without excluding the core consumer.

We tapped into the pop culture Zeitgeist and aligned the brand with Drag Race UK royalty The Vivienne, to coincide with the airing of new seasons’ of Drag Race UK and US on BBC and Netflix respectively. Our strategy was to immerse the Tequila Rose brand into the heart of LGBTQIA+ culture and take ownership online of Palentine’s Day through:

AWARENESS: Utilise influencers to generate brand awareness and build brand love with existing and emerging consumer bases
ENGAGEMENT: Launch a social media giveaway highlighting the emotional connections of friendship
BRAND ASSOCIATION: Encourage consumers to associate the brand with gifting

Think

Tequila Rose is a brand with personality that livens up any at home occasion.

Feel

Tequila Rose promotes the kind of inclusivity that I relate to.

Do

Engage with Tequila Rose content online and purchase a bottle for my next occasion.

Results

Democracy established Tequila Rose’s relevance in Palentine’s Day celebrations through a social media strategy amplified through influencer marketing, POS promotion and social activations.

Hero Influencer - Working with RuPaul’s Drag Race UK S1 winner The Vivienne, Democracy created an engaging and original piece of IGTV content that generated 87.9k+ views across both The Vivienne and Tequila Rose owned channels. The content increased brand visibility and engagement with an emerging audience, increasing dwell time through a CTA pinned to the top of the Facebook feed to enter the Palentine’s giveaway.

Influencer Gifting - Identifying high profile brand fans (some from the LGBTQIA+ community) through social listening, Democracy curated the ultimate Palentine’s gift that allowed us to celebrate the occasion with them, without fee investment. Of the ten influencers gifted, nine posted content on their social channels, tagging the brand and voicing their love for Tequila Rose. Highlights include:

- Openly bisexual pop-star Anne-Marie posted on Instagram for her 7.1m followers
- Fashion/lifestyle influencer Sarah Ashcroft posted to her 1.2m Instagram followers and shared on her weekly YouTube vlog, viewed 27.2k times
- Drag Race UK S1 finalist Cheryl Hole posted on Instagram for her 276k followers