PROJECT NAME
CLIENT
Project description
Black & White Scotch Whisky has been present in the Ghanaian market for over four years, establishing itself as a brand that embodies the power of friendships and sharing. The brand aims to drive awareness, position itself as a choice for the squad, and highlight the importance of being Better Together.
Objectives
The objective of the project was to increase top-of-mind awareness and affinity for Black & White Whisky among the target audience. And to improve brand salience and foster a strong connection with consumers by entrenching the brand proposition of #BetterTogether.
Approach and Implementation
The social media strategy revolved around showcasing Black & White Whisky as the drink that brings people together during joyful, loving, and memorable moments. The focus was on occasions where friends gather to share experiences, have conversations, and create lasting memories.
The content emphasized the idea of being Better Together, highlighting the importance of friendship and the role of Black & White Whisky in these shared moments.
Cultural days and special occasions were specifically targeted, and engaging and product-focused content was created and shared on Instagram, Twitter, and Facebook.
Results:
The Black & White Social Media Management campaign achieved the following results:
– Engagements: The campaign generated over 7,200 engagements, indicating active participation and interest from the target audience.
– Engagement Rate: The engagement rate averaged at 0.5%, suggesting a moderate level of interaction and responsiveness to the content.
– Posts/Tweets: A total of 13 posts and tweets were created and shared, maintaining a consistent presence and providing targeted content for the audience.
Overall, the Black & White Social Media Management campaign successfully achieved its objectives of increasing awareness and fostering a connection with the target audience. By focusing on moments of sharing and togetherness, the campaign effectively communicated the brand’s proposition of being Better Together. The content resonated with consumers who value the power of friendships and highlighted Black & White Whisky as the drink that enhances these shared experiences. While the engagement rate was moderate, the campaign generated significant engagements, indicating positive reception and interest from the target audience.
Through strategic content creation and a focus on cultural and special occasions, Black & White Whisky solidified its position as the brand that brings people together, strengthens bonds, and creates memorable moments.
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