We created an exciting holiday campaign complete with creative landing pages, newsletter marketing, and social media posts. We captured all the content, designed all of the gift packages, and merchandised the online store to provide a cohesive campaign across all marketing channels.
Client: Born to Shake
Our Role: Campaign Strategy, Content Creation, Shopify Development, Social Media, Landing Pages, and Newsletter Marketing
The Challenge
Heading into Holiday ’24, Born to Shake was looking for a unique way to market their small-batch syrups, bitters, and rimmers, alongside their bartending products including tools, glassware, and supplies for the holiday gifting season.
The Process
Strategy, Creation, and Execution
I developed and executed the “12 Days of Cocktails” campaign, ensuring a seamless and engaging customer journey from social media discovery to final purchase. My responsibilities spanned strategy, creative production, and e-commerce optimization .I designed a cohesive campaign that leveraged the “12 Days of Christmas” concept while marketing existing product lines to create gifting-specific packages complete with cocktail recipes to spark curiosity and to educate customers about ingredients, tools, and glassware used in cocktail creation.
Unified Campaign Strategy & Merchandising
Product Packaging & Gifting
I designed all of the gift packages, pairing specific syrups, bitters, and rimmers with essential tools and unique glassware. This created high-value, ready-to-buy gift sets that solved the “what to buy a cocktail lover” problem for customers.
E-commerce Merchandising and Creative Landing Pages
I merchandised the online store to feature the 12 distinct gift packages prominently. This included creating dedicated collections, cross-selling popular individual items, and marketing existing cocktail recipes and cocktail kits. I designed and developed creative landing pages for the campaign, where each day’s offering had a dedicated section with recipe inspiration, clear gift-set contents, and a direct call-to-action, optimizing the path to purchase.
Comprehensive Content and Creative Assets
We focused on high-quality, inspiring content that drove both traffic and conversions. I captured all the visual content (photography and short-form video) for the campaign, which involved styling the 12 unique cocktails, showcasing the gift packages, and creating appealing lifestyle imagery of the products in use.
The campaign required a synchronized rollout across all key marketing channels to maximize reach. I crafted a series of targeted email campaigns, alongside a steady stream of engaging content on social media, with each day revealing a new cocktail package. This ensured a high level of cohesion across all marketing channels and created anticipation and urgency for the limited-time offers.
The Result
The “12 Days of Cocktails” campaign successfully repositioned Born to Shake’s existing product line as premium holiday gifts. The focused merchandising and engaging, daily-reveal content structure created significant urgency and high conversion rates, making it one of the brand’s most successful holiday marketing efforts to date.