My role: Social Media Manager
I learned how to speak some French through this role.
Shorty Award Finalist
Chambord is a French raspberry liqueur that when topped to any cocktail, will refresh the mouths and makes the tonsils purr.
On social, our unique take that caters to the millennial mademoiselles was focused around our communication strategy of #BecauseNoReason, where you own what you do and do what you like....Because No Reason. The social content was catered to tapping into moments of our fans lives through cultural moments, highlighting recipes posts (serves), brand love, and our top performing of Brunch soirées.
Our TOV is also unlike any other. Think of a millennial french women moving to America living her best life and celebrates her magnifique moments with her best amis (BFF's). We call her Ava. The social copy tact on this approach with its Fren-glish (French/English) tone. Sometimes she has slight unusual sentence construction, but hey that's Ava. (Some examples of the linguistics can be seen below)
As the community manager on the account, I was tasked to brief the creative team on any learnings from post performance and the community, recommend optimizing content for higher engagement, and channel 'Ava' when engaging with fans across Facebook, Twitter, and Instagram.
In 2016, Chambord won many Shorty Awards for Images, Bronze in Art Direction, and was a finalist in GIFs and this was an opportunity for my team and I to make it happen again for 2017!
Engaging fans on Alcoholic beverage brands is a bit challenging due it's filtered age restriction, but the ones that did interact with us, we gave it our all!
Our fans love to show off their Chambord concoctions. When we asked them to share their recipe with us, we received a very playful response.
In response to a fan in London noting that he’s been seeing Chambord OOH ads everywhere, we told him that it was a sign to refresh the mouths with Chambord and he engaged back asking for tips on recipes! — On social for Chambord, we love to push as many recipes as possible.
We were tagged in a Twitter thread about friends obsessing over a cocktail, so we engaged back with a GIF response in real-time.
Our fan engagements leads us to new fun opportunities.
A fan asked us to create this asset as a wallpaper for her phone. We did and she loved it! This fan insight also led us to create a series of these wallpapers that would be shared across our channels and supported with paid. This wallpaper that can only be obtained through our social content is a powerful idea because it can create physical conversations in the real world if your friend sees it on your phone screen and even more conversation about Chambord can be shared.
