El Tesoro Tequila (Sidecar/White Label)

Before a broader strategy reset, 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 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 recommending a costly new shoot, I focused on unlocking value from existing assets.

But it wasn’t just about format. We built new storytelling arcs by reframing the footage around moments of craft, culture, and occasion, shifting the narrative from product-first to experience-led. This approach kept production costs down, sped up turnaround time, and brought narrative consistency to the brand’s feed without sacrificing quality.

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