COLOR STORIES SOCIAL CAMPAIGN

 With excess inventory collecting dust, our team found a way to not only push excess SKUs, but to engage our consumers by with compelling stories of sheer creativity and expression.  First, we created a line of cocktail-inspired custom color kits. Then, we came up with a social-first campaign featuring the colorful and inspiring stories, challenges and passions of up-and-coming mixologists including Drink Master's Champion, Lauren Paylor.

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Split into two parts: storytelling and education, the campaign rolled-out across all paid channels and organic feeds including Instagram, Facebook, YouTube, TikTok, and the overtone blog. The campaign was a cheers-worthy success—resulting in a 27.5% increase in sales, 1100 new followers, and a 35% boost in blog-to-cart conversion rates.