St. Agrestis Social Media Pitch
This project was created to serve as a social media pitch for the brand St. Agrestis and its social media platforms. The pitch aims to use new platforms and storytelling in order to meet brand goals and user needs. The final pitch includes key research findings, brand SMART goals, recommended content idea implementations, and how to measure future success.
My Contributions:
Analysis of current social media platforms
Analysis of brand goals and their target audience
Creation of content ideas and how they meet brand/user needs
Explanation of how to measure success
Final report documentation
Project Findings
Discovery
The following areas, identified from various content auditing, detail where St. Agrestis can improve its existing social media presence:
Using more social media platforms consistently, especially those that are currently viral
Expanding its audience into non-expert drinkers by explaining cocktail origins in-depth
Focusing on a highly branded and planned feed
Introducing paid advertising
Recommended Solutions
Crafting a lifestyle TikTok account, along with partnered reviews from influencers.
Educating customers on cocktail ingredient origin & style
The Process
The process involved an analysis of current social media content, the target audience, and brand goals. It also included detailed recommendations for content strategy and the reasoning behind why it works for the brand. Based on these ideas, I suggested possible posts, utilizing influencers and paid advertising. I crafted and refined the social media strategy for future team usage.
Tools Used: Google Slides
Current Social Profiles
Target Audience
Primary
Cocktail lovers and connoisseurs, those who enjoy making/buying classic Aperitivo cocktails
Secondary
Those who enjoy drinking and cocktails, but who may not be apt to make something fancy. They also may not have heard of some of these cocktails/spirits yet
Tertiary
Those few looking for new non-alcoholic cocktail options
Demographics
21 - 50 years old, all genders, focus on younger generation and modern style
USA based (specifically New England as of now)
Italian heritage, European and American influence as well
Employed with possibly a busy schedule (no time for long happy hours)
Persona
Brand Value & Goals
The overall goal of St. Agrestis is to increase its audience and product sales.
The value of the brand is its modern style of cocktails. You are no longer figuring out how much of each liquor to add to your drink, it’s premixed for you.
Strategic Ideas
TikTok Presence
TikTok is currently a viral social media platform, so creating a profile on it with interesting content the algorithm chooses to show will allow for increased content views, thus increasing brand awareness and driving sales.
Our social media presence will be boosted as we will be more recognizable across a variety of platforms. We will also be able to access more users from varying parts of the world, posting different style content than our other platforms.
Our audience will benefit by becoming refreshed by new varieties of content. The audience will also enjoy seeing new influencer content featuring realistic reviews of the product, so they know exactly what they are getting before they decide to buy. The new user audience on TikTok will benefit by being introduced to a new product they may enjoy purchasing.
Teaching Non-Experts
Not all of the current audience we are reaching may know what our cocktails/liqueurs are, so creating certain posts geared toward product education will allow us to teach our audience so they know more about the product before buying it.
Our brand’s social media presence will be boosted as more audience members understand the value of our products. Using other platforms to teach, such as Snapchat, even more users can understand product importance. Snapchat is also a platform with high creator value in its algorithm, but it doesn’t have that many creators. Creating new St. Agrestis learning content on this platform will make it more likely to be seen.
The audience will benefit by understanding our products/brand more in-depth and feeling a sense of trust. They will then use this trust to guide their product purchases.
Content Additions
Influencer Usage
Please note the rules for alcohol brands using advertised posts in the full pitch document.
Paid Advertising
Building Community
Social media marketing isn’t just the end, the brand should be building community offline as well. As we gain brand awareness and trust through social media, we should be promoting…
Product purchases
Brand merch purchases
The website
Locating local retail locations
Email subscriptions
Creating a store account
In-store product tastings