Brand and Campaign Strategy
Crafthouse Cocktails:
Uncomplicate Your Campaign
After years of success with wholesale partners in the entertainment, travel, and hospitality industries, Crafthouse Cocktails wanted to focus on expanding their reach with a direct-to-consumer strategy. Growing demand in the ready-to-drink category paired with some healthy brand equity positioned Crafthouse to effectively connect with this new audience in a meaningful way…they just didn’t know who those consumers were or what to say!
A deep dive into the priorities and habits of cocktail drinkers revealed that there were untapped segments of convenience-seeking cocktail drinkers who would love Crafthouse’s premium ready-to-drink products. Using primary and secondary research, we created three personas: slow-sipping social drinkers, on-the-go drinkers, and party hosts who love to serve the best drinks.
We catered our messaging to prove that Crafthouse takes the ‘work’ out of crafting a classic cocktail.
Our concept work gave the Crafthouse team confidence to move forward in their marketing approach, setting the stage for a significant investment in a national marketing campaign as they expand into direct-to-consumer eCommerce sales, in addition to their retail push.
The results
Within a month, it was obvious the “Uncomplicate Your Cocktail” campaign resonated with consumers, with search and social proving to be rock stars of the campaign. Paid search averaged a 9% click-through rate at 3X industry average and the Instagram video campaign performed 2X higher than industry averages.
As we continued to optimize creative and targeting for the most efficient use of ad spend, these results (and more) gave our client the clear strategic direction they needed to pursue a larger national marketing initiative. Cheers to a successful campaign launch!
Skidmore came in at a critical milestone in our growth and helped us hone our positioning to really connect with our consumers.
— Matt Lindner, Co-Founder
