Lobos 1707

The initial launch strategy focused on driving brand awareness and incremental web traffic, prospecting, and social following growth. Priority was on building first-party audiences through strong upper funnel campaigns, and the “ABT” method–Always Be Testing–across audiences, creative, geo-targets, and channels to include social media, paid search / PPC, display, YouTube, and ongoing brand lift studies.

Four distinct creative concepts were presented, each a different take on the aim to create brand consistency while moving product quality and recognition to the forefront of the brand story. Concepts keyed on motion-driven creative, elevated look and feel, sending “trust signals” via award highlights and, of course, measurably testable ideas.

The search and social campaign's initial run demonstrated clear, strong results and upward trajectory for the luxury tequila brand. Next, plans for expanded program targeting into new customer acquisition, wider audiences, defined brand-led tentpole moments or seasonal and cultural moments, and upcoming confident 1707 brand identity re-launch initiative.

To spur further word of mouth, our digital marketing agency orchestrated digital campaign tactics as part of a collaborative omni-channel effort in support of a two-month Lobos 1707 online event inviting fans into the tequila brand’s new story. The startup campaign places LeBron James and Victoria Justice in an espionage thriller with a touch of levity, and transports viewers into a world with Lobos 1707 Tequila at the heart of the action. The FINE campaign result: 59MM+ impressions, 180,000 clicks, 5,000 newsletter sign-ups, and 1.9MM+ video plays.

The Lobos 1707 brand results was an untamed, undomesticated collaboration of FINE and agency partners Icon Media, Landor, Hudson Rouge, and R&CPMK.