Tequila is well-known for its distinctive reputation, but not for its feminine side. As a much smaller player in a category of shots and big spenders, our goal was to capture the attention of the 50% of tequila drinkers other brands ignore: women who rely on it for making margaritas. We knew that a girls' night in served as the primary venue for these margarita enthusiasts. So we set out to own the occasion, by serving up a simple and delicious Sauza recipe... with a fresh, unique and highly enticing twist.

Published
January 2013
Topics

The Story

Tequila is well-known for its distinctive reputation, but not for its feminine side. As a much smaller player in a category of shots and big spenders, our goal was to capture the attention of the 50% of tequila drinkers other brands ignore: women who rely on it for making margaritas. We knew that a girls' night in served as the primary venue for these margarita enthusiasts. So we set out to own the occasion, by serving up a simple and delicious Sauza recipe... with a fresh, unique and highly enticing twist.

Causing disruption on a tight budget meant thinking bigger, not smaller. The core of this all-digital campaign was an online video, featuring our sexy fireman prepping the Sauza-rita. Our select video partners and bloggers seeded it by embedding the YouTube player and linking to our channel, causing a spike in hits and an eruption of social press. Search and display enhanced awareness during peak margarita season. And when the ladies still couldn’t get enough, we acted fast to satisfy – remixing a new batch of digital content and enabling viewers to call the Fireman using VOIP technology.

The Technology

The Results

This was an all-new venture for Sauza and the first campaign of its kind among tequilas. We effectively doubled our initial goal of five million views, racking up nearly 10 million hits since the April launch. Nearly 200,000,000 impressions later, our brand health numbers are literally off the charts – scoring so high, we had to reconfigure the metrics. Not bad for a little recipe video.

9.95M

total campaign views

198M

total project impressions

3.5

total hours spent reviewing kitten footage

Launch Date April 16, 2012