(lab_report // 2020)
Amaro Montenegro
//
Spirits
Amaro Montenegro: Monte Made
An artist grant that drew 3.5 times its entry goal.
(protocols_deployed)
Brand Campaigns
Influencer Programs
Paid Social
Social & Content Systems
(01 / the_challenge)
In 2020 Amaro Montenegro launched its first consumer-focused campaign: an open call to reimagine its bottle, with three $2,500 grants for the winning artists. It needed one team to build and run all of it, from the site and the rules to the creators, the paid media and the judging.
(02 / the_approach)
The call asked artists in any medium to reimagine the bottle around Il Premio, the single drop of five botanicals that goes into every bottle. Mosaic artist Jim Bachor, embroiderer Sarah Benning and painter Heather Ihn Martin, with 650,000 followers between them, made the first pieces, and we traveled to three states to shoot them at work. We wrote their briefs and managed the program, built the contest site, ran organic and paid social for 120 days and handled every entry through judging.
(03 / the_work)
(04 / results)
3.5x
Entry goal, 70 entries against 20
4.1M
Reach, influencer, organic and paid
16K
Unique page views, contest site
The contest drew 70 viable entries against a goal of 20, and the site logged 16,000 unique page views. Across influencer, organic and paid, the campaign reached 4.1 million people and drove 11,700 link clicks. Paid carried the reach at 2.5 million people and 9.4 million impressions, the artists’ own channels added 511,000, and organic another 1.1 million. The grants went to Erin B. of Brooklyn, Lisa W. of Chicago and Anne P. of Concord, North Carolina.
