Throughout the holiday season and in late-spring, Southern Glazer’s Wine & Spirits hosts several complimentary bottle engravings and tastings of both Johnnie Walker Blue and Don Julio 1942. While a bottle of either of these fine spirits makes an excellent gift, having one engraved with a personal message makes it extraordinary. So naturally, the team at Southern Glazers tapped wedü to help promote these special events and to move product.

The engraving program is available throughout the country and very similar tactics are used nationwide: promotion via organic social, posters in the stores where events are to take place, and in our case, video promotion in select stores. wedü worked to build the program up from 4 in-store events to 18 events which would take place at high performing locations. We also suggested to lengthen the sales period, taking advantage of post-Thanksgiving shoppers and gaining program traction prior to the ultra-competitive holiday season. With the increased number of events, we began to strategically shift advertising dollars to focus on event RSVPs, allowing us to maximize exposure without increasing spend.

Our shift in tactics increased engagement and
produced a +50% lift in engravings per event.