Elijah Craig Influencer Campaigns
Elijah Craig Bourbon is a premium American Bourbon brand, owned by Heaven Hill Distillery. We created and launched multiple social media influencer campaigns to increase awareness of the Elijah Craig brand. Throughout these campaigns, we partnered with 20+ influencers and developed up to 30+ creative assets aligned with the marketing campaign goals.
HOW I CONTRIBUTED
I played a key role in developing and optimizing influencer marketing strategies, refining the entire process to ensure seamless execution. My responsibilities included identifying and vetting influencers through our influencer marketing platform, managing outreach and negotiations, and overseeing budget and timeline planning. A critical part of my role was establishing and nurturing strong, long-term relationships with influencers.
As the primary point of contact, I managed over 20+ influencer partnerships, collaborating closely with influencers to guide the creative process. I acted as the liaison between our internal teams (creative, media, and strategy), the Elijah Craig Brand Team, and the influencers, ensuring all social media content aligned with the overall campaign objectives.
Once the campaigns were live, I monitored performance through detailed social media analytics, providing real-time insights and feedback. Post-campaign, I delivered comprehensive reports, offering in-depth analysis of campaign performance, key findings, and actionable insights to drive continuous improvement for future campaigns.
ELIJAH CRAIG OLD FASHIONED WEEK INFLUENCER CAMPAIGN
Elijah Craig Old Fashioned Week is a national week-long celebration of the iconic Old Fashioned cocktail, held every October. To boost brand awareness and drive consumer consideration for Elijah Craig, we collaborated with 17 influencers to create a diverse range of content, including static posts, Instagram Reels, and YouTube videos. Elijah Craig partnered with the Restaurant Workers’ Community Foundation to support the hospitality industry and its workers during the challenges of the pandemic.
Objective: Boost brand awareness and increase consideration for the Elijah Craig brand while raising money for the Restaurant Workers’ Community Foundation (RWCF).
Impact: To drive participation, we encouraged social media users to post a photo of an Old Fashioned, either from home or at a participating bar, using the hashtag #OldFashionedWeek. For every post, Elijah Craig donated $5 to the foundation, making it a meaningful and impactful campaign that combined brand engagement with charitable giving. Through this initiative, we successfully raised $100,000 for the foundation in during the 2021 Old Fashioned Week.
Blog Post: Both the charitable initiative and the week-long celebration of this classic cocktail were featured by one of our blog partners, Ashley Rose. You can check out her blog post here.
Below are some of the standout social assets from this successful influencer campaign (click each image to visit the influencer’s Instagram post). Please note: I managed the campaign and oversaw the influencer content creation process, but the images belong to the influencers and/or brand.
