When Cayman Jack reached a critical marketing moment as America’s #1 Margarita, the brand faced a unique challenge: It was still battling low brand awareness and low emotional connection with consumers. To affirm Cayman Jack’s #1 position, Green Street Studios was charged with amping up the brand and keeping the sales momentum going. Our objectives were to:
Increase Brand Awareness
Generate Incremental Sales
Engage the Community Through Local Culture
Increase Social Engagement by 10%
Green Street Studios tapped into a key insight: that Cayman Jack consumers are literal and figurative adventure-seekers who are fulfilled by moments inspired by creativity–and art is a huge part of their lives.
Our strategy was to use our consumers' love for art to connect with them on a personal level and in a culturally relevant way that would spark curiosity about the brand. Furthermore, we wanted to drive brand awareness with our consumers IRL where they are in their daily lives and online, where they look for inspiration to fuel their adventurous and creative spirit.
Our idea was to create a fun and engaging artform that would put Cayman Jack front and center in one of our fastest-growing markets: LA. We chose LA because margaritas are the most popular cocktail there, the brand's dollar sales growth in LA was nearly 2X the growth of the total U.S., and we welcomed the challenge of breaking through the visual noise in LA in a fun and meaningful way.
Furthermore, we wanted to connect the artform IRL and online through an engaging social activation. This led to an influencer collaboration with two amazing local LA artists – Luke Pelletier and Kelly Malka.
We partnered with Luke Pelletier and Kelly Malka because we wanted to support local artists, and each has a very distinctive look. Luke has a predilection for cool reptiles which synced well with our Cayman Jack brand character and Kelly’s work has a warm quality that draws you in. Both incorporate elements of fantasy and hyper-reality that were perfect for the adventure positioning of Cayman Jack.
We worked with Luke and Kelly to create two legendary Cayman Jack murals in LA–one in downtown LA and the other in Venice Beach, where the brand would be seen on a huge scale and generate a good deal of impressions. We also had Luke and Kelly create a set of collectible patches so we could bring the artist collaboration to life on social nationally.
On Instagram, we got the word out through organic and artist collab posts, plus entertaining video content about the inspiration and behind-the-scenes work on the murals and patches. The artist collab posts helped us reach a broader Instagram audience (Luke Pelletier-71.8 followers/Kelly Malka-72.3K followers). Then we launched our Legendary Patches Giveaway, giving Cayman Jack social fans the chance to win one of 40 sets of the patches (20 from each artist).
To enter, fans had to follow Cayman Jack’s Instagram, like and comment on one or all of the five Legendary Patches Giveaway social posts and tag a friend with #CaymanJackPatchGiveaway.
The artist influencers not only masterfully crafted murals and collectible patches for us, but they also represented our brand with engaging social content that allowed us to successfully surprise and delight followers with the Legendary Patches Giveaway.
The Cayman Jack Legendary Artists Influencer Program was a highly successful initiative. The art form broke through the commercial clutter of the Flavored Malt Beverage category in one of our fastest growing markets. Through our artist collaboration we also engaged the local community by supporting the work of local artists Luke Pelletier and Kelly Malka. This had the desired effect of expanding brand awareness, alleviating low emotional connection with consumers, and increasing sales in a key market. The results were legendary:
Nearly Two Million Impressions with the legendary murals in LA June 17-July 28, 2024
31% Increase in Sales and over $471k in incremental product sales in LA for the six weeks the murals were live – beating the Flavored Malt Beverage segment growth by more than 12 percentage points
312 Entries for the Legendary Patches Social Giveaway
32.9% Increase in Follower Engagement during the campaign time period August 15-September 5, 2024, exceeding our goal by 22.9%
Two murals live June 17 – July 28, 2024, downtown LA and Venice Beach LA; Circana Los Angeles, CA – MULO+C, Dollar Sales and Dollar Sales per Store per Week W/E 6/23/24 – W/E 7/28/24 v 6 weeks prior
Social data sourced from Sprout Social
