Inside the Instagram Relaunch of a Premium Tequila Brand

Strategy, Storytelling & Results

When I was commissioned to lead the relaunch of El Tesoro's Instagram channel, the brief was clear: create a full social strategy to grow the brand’s community and boost engagement—without relying heavily on new content production—ahead of a more formal strategy reset.

It was a smart call. Instagram's algorithm heavily favours video, and audience expectations have shifted accordingly. According to Meta, video makes up over 50% of time spent on Instagram today, with Reels being the platform's fastest-growing format. And HubSpot reports that video is the top-performing content type for engagement across all social platforms.

That made the lack of video on El Tesoro's feed a missed opportunity. One I knew we could quickly capitalise on.

Step 1: Audit Before Action

My first move was a full content audit. I reviewed El Tesoro's Instagram presence and broader film library. While the brand had some beautifully shot footage, the content lacked a cohesive narrative—and critically, video was underused.

Step 2: Recut, Repurpose, Reframe

Instead of recommending a costly new shoot, I focused on unlocking value from existing assets. I reviewed El Tesoro’s film library to identify key footage that could be re-edited into short, punchy, mobile-first videos optimised for Instagram, reinforcing the brand’s premium lifestyle positioning.

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.

Step 3: Strategy Meets Storytelling

Beyond content execution, I built out a complete strategy:

• Defined future content and conversation pillars

• Recommended posting frequency

• Developed tone of voice guidelines

• Set KPIs benchmarked against industry standards

  
  

I also led planning, copywriting, and creative direction, ensuring that every post contributed to the broader narrative and performance goals.

The Results

In the first month after relaunch:

• Engagement rates increased by up to 2.3%, depending on content type

• The account saw steady follower growth of 1–3% per week

• Video became the top-performing format on the channel

These results weren't driven by a big ad spend or high-volume production—they came from strategy, clarity, and maximising the content already in hand.

Final Thought

You don't always need more content to see more results. Sometimes, a strategic audit, a shift in format, and a clearer story are all it takes to unlock meaningful growth, especially in a format your audience already prefers.

Sources:

• Meta 2024 The Power of Reels Ads: Boosting Brand Awareness and Engagement

• HubSpot State of Marketing Report Marketing Statistics Every Team Needs to Grow in 2025