El Tesoro Tequila (Sidecar/White Label)

I was commissioned to develop an end-to-end social media strategy and content audit for the re-launch of El Tesoro’s Instagram channel. After assessing the brand’s creative approach on Instagram, I identified quick wins to grow the community and boost brand awareness. A key gap was the lack of video content, which is essential for storytelling and audience engagement.

I conducted a content audit of the brand’s film library to maximise existing assets and minimise costs. Instead of producing new content, we repurposed and re-edited existing footage to create a more cohesive brand narrative. This resulted in social cut-downs tailored for Instagram, supporting a broader content strategy.

Beyond content creation, I established KPIs aligned with industry benchmarks for the brand to track over a 3–6 month period. Additional campaign actions included content planning, frequency recommendations, and copywriting.

Following the re-launch, the brand saw steady follower growth of 1–3% per week, while engagement rates increased by 0.1–2.3% in the first month.