(lab_report // 2024)
Redbreast / Pernod Ricard USA
//
Spirits
Redbreast
Six years running Redbreast’s US channels, one reply at a time.
(protocols_deployed)
Social & Content Systems
Community Management
Product Photography
(01 / the_challenge)
In 2018 Redbreast launched its US social channels with a problem most brands would trade for: a loyal following that already loved the whiskey and hadn’t found the account. People were talking about Redbreast everywhere except to Redbreast.
(02 / the_approach)
We took over US social in October 2018. The first post went up on the 16th, shot by us in our Greenpoint apartment, and we started by listening. Every brand mention on every platform, not just the tags and replies, got a real answer from people who knew the liquid. From there we ran the whole channel: planning, copy, studio shoots, community and monthly reporting, through the end of 2024. We photographed the master blenders when they came to San Francisco, and shot the new pack in our Clearwater studio when it arrived.
(03 / the_work)
(04 / results)
6 years
On the US account
1,683%
Message growth, first eight months
15.53%
Instagram engagement, Q3 2024
The community answered back. In the first eight months, message volume rose 1,683% and engagements 423.8%, with followers up 31.5% and impressions up 82.2%. By the end of 2024 the US accounts carried 28,293 Instagram followers and 19,572 on Facebook, and in the third quarter of that year the Instagram feed held a 15.53% engagement rate. Brands don’t keep a social team for six years by accident.
