Slow & Low

The Challenge

The Slow & Low brand of rye whiskey draws inspiration from the mid-19th century Rock and Rye cocktail. Producing a brand new drink complete with raw honey, navel oranges, a small dose of rock candy and angostura bitters, and introducing it in the market is no easy task. During this important discovery phase, social media constituted one of the brand’s greatest obstacles. Specifically, its narrow appeal to a male-dominated audience. In addition, the company had yet to engage in brand partnerships, influencer marketing or paid social strategies prior to engaging with M studio.

The Solution

By integrating social strategies with influencer marketing and brand partnerships, M studio made social media marketing on Instagram and Facebook the largest driver of Slow & Low’s online voice, accounting for 70 percent of the brand’s digital presence. This was achieved through digital tactics, product seeding, and influencer relations. Our work resulted in a 46 percent increase in Instagram followers in 15 months as well as a 75 percent increase in consumer activations.

Services

Production

Marketing

Content Creation

Social Media

Design & Digital

46%

INCREASE IN

Instagram Followers


75%

INCREASE IN

Consumer Activation 


The Race of Gentlemen

EVENT


Secured event sponsorship to deepen Slow & Low’s relationship within the custom motorcycle and car audience. Supported on-site activations during the Wildwood, NJ event and captured branded assets for digital marketing use.


@t.r.o.g._official



Leticia Cline

Influencer

Influencer, Journalist, Motorcycle Racer, Heritage Tourism Preservationist, Mother.


Partnered to highlight the history of whiskey and Babes Ride Out event presence through “The Road to Liquid Sunshine” campaign.


@leticiacline 99.1k Followers


Leslie Crow of Coyote Spirit Child

INFLUENCER

Designer And Leather Artisan


Developed the Slow x Crow Rock & Rye bottle bag in support of our “High Quality and High Spirits” social partnership campaign.


@lesliecrowoficial 19.4k Followers
@coyotespiritchild 23.2k Followers


Whitney Mixter

INFLUENCER

Event Producer, TV Host


Identified partnership to tap into the wider female-focused audience through event support and social media communications.


@whitneymixter 169k Followers


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