MUSE Gold

United States

2021

Social Media & Performance - Mijenta Tequila

Entrant Company

Spherical

Category

Social Media

Client's Name

Mijenta Tequila

Sub-Category

Retail & E-Commerce (NEW)

Spherical's Social Media team worked to establish and elevate the Mijenta brand through consistent and high-quality visuals and design, fueled by strategic initiatives across Instagram. The main focus being to position Mijenta as a must-try tequila to help build brand awareness and affinity. We utilized Instagram as a visual extension of the brand to create awareness of the product, the culture, and the story of Mijenta, as well as to increase engagement, following, and sales. Spherical’s Production and Performance teams worked hand-in-hand to create a strategic marketing strategy to maximize holiday demand and support the launch of Mijenta Tequila’s new Reposado product. The thoughtful planning and execution of multiple seasonal photos and video shoots led to incredible assets that were utilized in highly-targeted search and social ad placements. We worked on an e-commerce integration to ultimately sell more products by driving traffic to Mijenta and e-com partner websites. This was done via supporting third-party catalog creation and integration, tagging products in social media posts (Pinterest, Instagram, Instagram stories). Initially, we launched the brand on Pinterest relying heavily on resharing existing content to drive reach and awareness. We identified content pillars that personified the brand, setting Mijenta apart from competitors. This included content that fit into the following categories: Mexican Culture through Mijenta’s Eyes, Cocktails, Interior Design (bar setups, table settings).

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