BH Toast Case Study Hero V3

Launching Toast for NextGen Bourbon Drinkers

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Meet Your New Favorite Bourbon
The Challenge

How do we introduce Basil Hayden’s Toast to new and existing bourbon fans?

Basil Hayden TOAST BACKGROUND

The launch of Toast coincided with a new look and feel for Basil Hayden — the first update in nearly 30 years — and the brand wanted to expand their audience beyond your expected bourbon aficionado.

First, we created can’t-miss content to tease our new news on Instagram: grid and Story posts stirred up excitement and curiosity to inspire audience engagement.

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Basil Hayden Toast

Then, we gave fans their first look with a big reveal.

But that was just the beginning.

Basil Hayden Toast workshop

To keep momentum going, we launched a social word of mouth campaign by tapping into this audience’s love for design, sophistication, and elevated experiences: their chance to win a one-of-a-kind oak at-home bar, custom-built in collaboration with Fort Standard.

The Home Bar of Your Dreams

Basil Hayden Toast homebar 3
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Basil Hayden Toast homebar 1
Basil Hayden Toast homebar 4

The giveaway ran for seven days with a CTA that encouraged users to tag a friend to be added Toast's “Close Friends” on Instagram for a chance to win.

Fort Standard and Food52 also promoted the giveaway on Instagram and via email.

100422 BH Toast welcome iphone

The CTA grew Toast's "Close Friends" and drove further word-of-mouth.

Basil Hayden Fort Standard

Fort Standard's Instagram reached an additional 11K+ users.

Basil Hayden Food52

Food52’s newsletter generated 738K impressions.

Results

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    Innovation SABRE Award — Best Use of Social Photos
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    Impressions
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    Engagements
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    Engagement Rate
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    New Followers added to @BasilHayden — 170% Growth