CASE STUDIES
Titos Vodka Establishes Brand
Loyalty with an Authentic
Social Strategy
162%increase in organic
engagement on Twitter
81%increase in organic
Twitter impressions
43.5%gain in Twitter followers
01
VIEW VIDEO
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https://www.youtube.com/watch?v=ZBhCrN0X510
If Titos Handmade Vodka had to identify a single social media
metric that most accurately reflects its mission, it would be
engagement. Connecting with vodka lovers in an inclusive,
authentic way is something Titos takes very seriously and the
brands social strategy reflects that vision.
Founded nearly two decades ago, the brand credits the advent of
social media with playing an integral role in engaging fans and
raising brand awareness. In an interview with Entrepreneur,
founder Bert Tito Beveridge credited social media for enabling
Titos to compete for shelf space with more established liquor brands.
Social media is a great platform for a word-of-mouth brand,
because its not just about who has the biggest megaphone,
Beveridge told Entrepreneur.
As Titos has matured, the social team has remained true to the
brands founding values and actively uses Twitter and Instagram
to have one on one conversations and connect with brand
enthusiasts.
We never viewed social media as another way to advertise, said
Katy Gelhausen, Web & Social Media Coordinator. Were on
social so our customers can talk to us.
To that end, Titos uses Sprout Social to understand the industry
atmosphere, develop a consistent social brand and create a
dialogue with its audience. Recently and as a result, Titos
organically grew its Twitter community by 43.5%.
02
03
Informing a Seasonal, Integrated
Marketing Strategy
Titos quarterly cocktail program is a key part of the brands
integrated marketing strategy. Each quarter, a cocktail recipe is
developed and distributed through Titos online and oine
marketing initiatives.
Sprout has been a really great tool for social
monitoring. The Inbox is a nice way to keep
on top of hashtags and see general trends in
one stream.
Katy Gelhausen
Web & Social Media Coordinator
@TitosVodka
It is important for Titos to ensure the recipe is aligned with the
brands focus as well as larger industry direction. Therefore,
Gelhausen uses Sprouts Brand Keywords to monitor industry
trends and cocktail flavor profiles.
Sprout has been a really important tool for social monitoring. The
Inbox is a nice way to keep on top of hashtags and see general
trends in one stream, said Gelhausen.
These learnings are presented to Titos in-house mixology team
and used to ensure the same quarterly recipe is communicated to
the brands sales team and across marketing channels.
The program ensures that, at every consumer touchpoint, a
person is receiving a consistent brand experienceand that
consistency is vital. In fact, according to an Infosys study on the
omnichannel shopping experience, 34% of consumers attribute
cross-channel consistency as a reason they spend more with a
brand. Meanwhile, 39% cite inconsistency as a reason enough to
spend less.
04
There's nothing better then enjoying a @TitosVodka drink
at a summer festival! #austin #sxsw
SproutGKeenan sent 8 minutes ago
SproutJen sent 10 minutes ago
Sipping on an amazing @TitosVodka Bloody Mary, courtesy
of my favorite #austin bartender. #SundayFunday
Sunshine, tan lines & good times with @TitosVodka
#iheartcountry
npturner sent 1 hour ago
No trip to the liquor store is complete without @TitosVodka.
tiany_sprout sent 52 minutes ago
COMPOSETASKS DISCOVERYFEEDS PUBLISHING REPORTSMESSAGES
Saved Messages
Smart Inbox
Hide Completed Items
FILTERS TAGS
103 Items remaining from the past 90 days
@TitosVodka
PROFILES
Mentions
MESSAGE TYPES
#austin
#iheartcountry
BRAND KEYWORDS
#sxsw
#titosbus
Today, I'm giving thanks for @TitosVodka & all of the work they
do in support of our canine companions #vodkafordogpeople
smalladi sent 2 hours ago
Whether youre drinking Titos at a bar, buying it from a liquor
store or following us on social media youre getting the same
quarterly cocktail, said Gelhausen.
05
Sprout is great in allowing us to stay on top of
the conversations were having with our followers.
Katy Gelhausen
Web & Social Media Coordinator
@TitosVodka
Building an Inclusive Community
At Titos, gathering industry insights starts with social monitoring
on Twitter and Instagram through Sprout. But the brands social
strategy doesnt stop there. Staying true to its roots, Titos uses
the platform on a daily basis to authentically connect with customers.
Sprouts Smart Inbox displays Titos Twitter and Instagram accounts
in a single, cohesive feed. This helps Gelhausen manage inbound
messages and quickly identify which require a response.
Sprout allows us to stay on top of the conversations were having
with our followers. I love how you can easily interact with content
from multiple accounts in one place, said Gelhausen.
Titos approach to Twitter is simple: engage in personal, one on one
conversations with fans. Dialogue is a driving force for the brand and,
over the course of four months, 88% of Tweets sent were replies to
inbound messages.
http://www.cmo.com/opinion/articles/2016/2/26/social-media-monitoring-versus-listening-does-it-matter.htmlhttp://sproutsocial.com/features/social-media-publishing
@TitosVodka
3:40 PM - 25 Feb 2016
@JeNero the Greyhound is a team favorite, too! Thanks for
joining us!
TitosVodka Follow
@JeNero
3:32 PM - 25 Feb 2016
.@TitosNicole @TitosJosie - My favorite? @TitosVodka +
grapefruit + fresh rosemary (sometimes + drop of agave) Great
preso! #bisummit
Jennifer Nero
06
Using Twitter as an open line of communication between Titos and
its fans resulted in a 162.2% increase in engagement and a 43.5%
gain in followers. Even more impressively, Titos ended the quarter
with 538,306 organic impressionsan 81% rise.
Where to From Here?
Social is an ongoing investment in time and attention. Titos will
continue the momentum the brand experienced by segmenting each
quarter into its own campaign.
Were always getting smarter with our social strategies and making
sure that what were posting is relevant and resonates, said Gelhausen.
Using social to connect with fans in a consistent, genuine and
memorable way will remain a cornerstone of the brands digital
marketing eorts. Using Sprouts suite of social media management
tools, Titos will continue to foster a community of loyalists.
http://sproutsocial.com/http://sproutsocial.com/
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Sprout Social oers social media engagement, advocacy and analytics
solutions for leading agencies and brands, including Anthropologie,
GrubHub, Hyatt, Evernote and Zipcar. Available via web browser, iOS and
Android apps, Sprouts engagement platform enables brands to more
eectively communicate on social channels, collaborate across teams and
provide an exceptional customer experience. Bambu by Sprout Social, a
platform for advocacy, empowers employees to share curated content
across their social networks to further amplify a brands reach and
engagement. Headquartered in Chicago, Sprout is a Twitter Ocial
Partner, Facebook Marketing Partner, Instagram Partner Program Member,
LinkedIn Company Page Partner and Google+ Pages API Partner. Learn
more at sproutsocial.com.
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