Brief

Establish a uniquely Trinidadian social voice and identity for the House of Angostura, driving customer engagement with the brand in a global market.

Solution

Without a distinctive identity or cohesive social strategy in place, Angostura simply wasn’t on the radar of potential customers.

To combat this, we devised new tone of voice guidelines to be rolled out across all English-speaking markets. We also designed a new look-and-feel for the brand under the banner ‘the Spirit of Trinidad & Tobago’, differentiating the diverse yet unified identities of rums and bitters.

To engage directly with consumers, we distilled Angostura’s social media focus into two platforms (Facebook and Twitter), as opposed to the five platforms originally used.

Our primary focus was a Facebook group designed to unite and nurture a community of cocktail lovers and rum aficionados. Our goal was to foster knowledge sharing within one intimate space via a carefully devised strategy of engagement and referral.

Impact

The number of group members on the new Global page exceeded the all-time total of likes on the original Angostura UK Facebook page within a month. 

13,900% increase in engagement in first 4 months

550% increase in active fans

153hrs conversation length