Old Dominick's internal team oversees a staggering array of sales channels, community events, private events on-site and countless other initiatives. That doesn’t leave much time for the day-to-day development, implementation and management of social media content.
Our team stepped in to strategize, concept and develop a multi-tiered social content plan including the production of photographic assets to support the initiative. A full quarter at a time, the Designsensory social media team plotted out a content calendar, developed post copy and accompanying creative and scheduled a mix of lifestyle and more action-oriented content. Part of that initial plan was to launch and build excitement around a new southern-made gin—a former small-batch experiment that was so well received it became part of the permanent lineup.
But, you know what they say about the best laid plans.
Pivoting Around a Pandemic
Like many of our partners, COVID-19 dealt a huge blow to Old Dominick, for whom distillery tours, on-premise bottle and merchandise sales and bar sales constitute a major source of revenue. With constant communication and daily collaboration, our team quickly changed course to highlight Old Dominick’s community efforts, including their #RaiseSpirits initiative, their pivot to hand sanitizer production and the availability of curbside cocktails around town. As the distillery was closed to the public, we walked alongside the Old Dominick team to continue engaging their audiences, disseminating information about closings and tour cancellations, and showing followers how to use their favorite Old Dominick spirits in their own home bar.