The Real McCoy Rum was a small, early stage rum brand based on the original rum runner, Bill McCoy. BevBiz was recruited to take over the social media engagement and grow the community. The Real McCoy Rum Facebook community was under 5,000 users and had been pursuing a strategy of brand focus on the prohibition tradition of Real McCoy. The Real McCoy Rum was concerned as engagement was languishing and the community was not growing
BevBiz “poured” through the analytics across social media and came up with the key finding – users weren’t responding to the current look & feel of the content. Using the analytic findings, BevBiz executed a 60 day test on Facebook of the new content, benchmarking it against our other sites and previous information. Data in hand, BevBiz began a strategy focused on owning the tradition and quality during drinking occasions. Working with their creative team, BevBiz developed bi-weekly content calendars to stay timely. Content was broken down between drinks, historical occasions and in-market events.
The target demographic was 3x MORE likely to engage with the new content.