AHORA TEQUILA SELTZER
Ahora Tequila Seltzer ran a video ad campaign on Instagram using the reach objective and a photo ad campaign using the conversion objective, and saw a 5.8-point lift in ad recall.
Ahora Tequila Seltzer is a spirits brand that offers products made with tequila blanco from Mexico, real fruit juice, natural flavors and sparkling water. Its hard seltzers are currently available in select retailers around Chicago, Illinois or online from Drizly and other local delivery retailers.
lift in ad recall
lift in brand awareness
lift in favorability
Ahora Tequila Seltzer wanted to increase awareness about the launch of its brand, and to boost sales.
To boost awareness of the brand’s launch in the Chicago, Illinois area, Ahora Tequila Seltzer ran two ad campaigns. One was a direct-to-consumer campaign using the reach objective, and the other focused on the brand’s partnership with alcohol delivery ecommerce retailer Drizly using the conversion objective.
For the direct-to-consumer campaign, the team built video ads. The creative showcased cans of Ahora Lime Tequila Seltzer and Ahora Mango Tequila Seltzer surrounded by images of cactus, lime, mango and carbonated bubbles, with text overlays: “Tequila blanco. Seltzer. Real Fruit Juice. Tequila Differently” and the messaging: “Pick up a 4-pack today.” The ad included a “Shop Now” button that linked to the brand’s website. The team showed these ads to US adults aged 21–49 in select Chicago ZIP codes, including to those with an interest in Latin culture, lifestyle activities and alcohol, and to lookalike audiences with characteristics similar to people who visited or purchased products on Ahora Tequila Seltzer’s website.
For the conversion campaign, the team built photo ads. The creative featured Drizly’s logo, a can of Ahora Lime Tequila Seltzer, the messaging: “The time is Ahora for seltzer to meet tequila. Delivered to your door with Drizly” and an emphasis that delivery time was 60 minutes or less. These ads included a “Shop Now” button that linked to Drizly’s app. The team showed these ads to US adults aged 21–65 living in the select Chicago ZIP Codes that Drizly serves, including to people with interests in Latin culture, lifestyle activities and alcohol.
The team delivered all ads in Instagram and Facebook Stories and feed, and Instagram Explore, and used the campaign budget optimization feature to automatically distribute the budget across the best-performing ad sets in real time. Ahora Tequila Seltzer determined the results of this July 12–September 6, 2021 campaign using a Facebook brand lift study, which revealed:
5.8-point lift in ad recall
3.4-point lift in brand awareness
1.6-point lift in favorability