Hudson Whiskey – Next Brand Ambassador
To introduce the nationwide search for the next Hudson Whiskey Brand Ambassador, SwellShark created a digital media program that served as an open candidate search for the next Brand Ambassador. With family being a vital aspect to the brand story, we carefully selected Gable Erenzo’s replacement through a comprehensive process, thus launching “Making the Cut.”
In Phase 1 of the program, we utilized our “Call to Action” video assets via highly targeted placements to drive program awareness and submissions for the MTC search. We partnered with Maker Studios to run our video in premium adjacencies to food & drink content. We also aligned with the trade press to seed our message to a hyper-targeted audience of likely applicants.
As the application period came to a close, we transitioned from premium video inventory to targeted social posts to drive engagement with user generated content. Through a combination of YouTube TrueView promoted videos and boosted social posts on Facebook & Twitter, we drove 55,514 views on YouTube, 90,687 impressions on Facebook and 2,737 engagements on Twitter during this phase.
Building up to the announcement of our new ambassador, we promoted our docuseries of episodic content (documenting the final trainee’s experience at the distillery) across all Hudson Whiskey social channels. This content drove traffic to HudsonWhiskey.com for deeper engagement with original blog content from our applicants.
In the final phase of the Making the Cut program, Han Shan was announced as the new Brand Ambassador across the Hudson Whiskey social channels and website. Upon completion of the docuseries, we extended the life of the activation through a series of “minisodes,” which brought other facets of the distillery, people and production process to life.