Lobos 1707
Backed by legendary athlete LeBron James, Miami-based Lobos 1707 blends heritage and innovation to create an award-winning portfolio of artisan tequilas. In partnership with Icon Media Direct, FINE executed a digital media strategy to build and sustain Lobos 1707’s awareness in advance of a rebrand, punctuated by an impactful social media “stunt” featuring James and entertainer Victoria Justice.
Architecting a Multi-Channel Strategy
The initial launch strategy focused on driving brand awareness and incremental web traffic, prospecting, and social following growth. Priority was on building first-party audiences through strong upper funnel campaigns, and the “ABT” method–Always Be Testing–across audiences, creative, geo-targets, and channels to include social, search, YouTube, and ongoing brand lift studies.
Measurably Moving Creative
Four distinct creative concepts were presented, each a different take on the aim to create brand consistency while moving product quality and recognition to the forefront of the brand story. Concepts keyed on motion-driven creative, elevated look and feel, sending “trust signals” via award highlights and, of course, measurably testable ideas.
A Quantified Success Story
The program’s initial run demonstrated clear, strong results and upward trajectory. Next, plans for expanded program targeting into new customer acquisition, wider audiences, defined brand-led tentpole moments or seasonal and cultural moments, and upcoming confident 1707 brand identity re-launch initiative.
I Spy A Social Stunt
To spur further word of mouth, FINE orchestrated digital campaign tactics as part of a collaborative omni-channel effort in support of a two-month Lobos 1707 online event inviting fans into the brand story. The campaign places LeBron James and Victoria Justice in an espionage thriller with a touch of levity, and transports viewers into a world with Lobos 1707 Tequila at the heart of the action. The FINE campaign result: 59MM+ impressions, 180,000 clicks, 5,000 newsletter sign-ups, and 1.9MM+ video plays.
The Lobos 1707 brand results was an untamed, undomesticated collaboration of FINE, Icon Media, Landor, Hudson Rouge, and R&CPMK.
