TFI Group

#OutWithJose / Jose Cuervo


#OutWithJose created and managed by TFI Group for Jose Cuervo. Exposing Jose Cuervo tequila brand to millions with the addition of a hashtag campaign as part of the experiential programme.

TFI Group has partnered with renowned tequila brand Jose Cuervo for over 20 years to deliver an annual experiential programme for distributors and bartenders. The objective of the programme is the promotion of the brand and its core values, rich heritage, local production and passion.

The programme is fully immersive, enabling attendees to get involved directly in the tequila production journey and normally attracts an average of 50 attendees from EMEA and APAC. The Jose Cuervo experiential programme is very popular and successful, with attendees becoming first class Jose Cuervo brand ambassadors. However, the impact was largely limited to attendees and we wanted to expose the Jose Cuervo brand to wider and new global audiences.
A hashtag campaign linked to the trip itself, #OutWithJose, was created and implemented as a highly cost- effective way in which to deliver the objectives. Our strategy was to encourage the 45 attendees to the trip to share their experiences using the hashtag. We provided tools to encourage participation, including and email campaign as well as the production of materials that could be personalised and displayed in their work place encouraging others to follow their trip via the hashtag.
The results and measure on ROO:
Attendees targeted for the effective use of #OutWithJose: 45 attendees
Hashtag campaign start date: 1st of May
Trip date: 17 -21 May 2018
Brand reach:
Number of Posts - 222
Unique Users - 39
Reach – 5,680,606
Impressions – 50,511,162
Engagement – 405,418

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