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Ghost Tequila
Social & CREATIVE MANAGER
When the pandemic shut down the bars that built Ghost Tequila, I helped turn 2020 into the brand's best year yet: a run of seasonal campaigns that met a stressed-out country with humor, gave back to hospitality, and reached more than 25 million people.
Timeline
May 2020 - May 2022
Industry
Beverage · CPG
Scope
Digital · Print · OOH · PR · Social · Photoshoot direction
Reach
National
Objective
Make a small-batch, jalapeno-spiced tequila punch above its weight: a bold, playful brand presence that turns a niche bottle into a seasonal, repeat-purchase favorite.
Business Impact
A four-part seasonal campaign program built on humor and hospitality giveback, reaching over 25 million people and helping turn Ghost's worst-case year into its best.
Selected Work
Seasonal CAmpaigns
01.
2020 Needs a Kick in the Glass
When the pandemic shut down every bar that built Ghost Tequila, we answered a stressed-out country with a joke instead of silence: "perfectly spicy 2020 needs a kick in the glass."
The line ran across roughly 300 billboards in Texas, Massachusetts, and Rhode Island, ad space that went cheap when everyone else went quiet. Behind the humor was a hard pivot from bars to retail, and it worked: Ghost tripled its sales and turned its worst-case year into its best one.
Digital Ads
Google ads, social & animation
OOH Billboards
300 billboards deployed
Print Material
02.
Raise Your Spirit - Halloween 2020
A full Halloween takeover. Thirty "Raise Your Spirit" boxes went to top costume and makeup creators, Orlando ran spooky digital billboards, and Pinterest, Google, and paid social pushed a menu of scary-good cocktails, Ghost Venom, Dark Ghost, and Polterghost, that made Ghost the season's go-to pour.
30 creator boxes drove 4M in influencer reach · As seen in Forbes, Maxim, The Daily Beast & Houston Press.
Photoshoot direction
OOH Signage
Influencer pr package
(30 creator boxes)
Digital Creative
Google ads, social & custom animation
03.
The Holiday Spirit- Holidays 2020
The year-end close-out. The holiday season is a time that most people look forward to all year, and that couldn’t have been more true in 2020.
Festive creative and clever captions ("It's 2020, skip the cookies" and "The Ghost wonderful time of the year) ran across Google, paid social, and Pinterest, landed Ghost on holiday gift lists.
This campaign helped cap a landmark year with record-breaking sales.
Digital Ads
Google ads, social & animation
Print mailer
Additional Campaigns
Alongside the referral campaigns, I designed and built a set of standalone web properties for Treetop ABA, each serving a distinct audience. Across all three I owned the visual design, copy, and front-end build, while tailoring each experience to its audience.
Break the ice - winter 2021
A winter push built around a pro hockey partnership, from branded jerseys to arena presence.
GHOST YOUR BEER - Summer 2021
A summer campaign centered around getting people to ditch their beer for a spicy cocktail instead.
Spicy results
By the numbers
Multiple seasonal campaigns that kept a small-batch brand punching well above its size, and gave back while doing it.
25M+
people reached in 2020 campaigns alone
$26.9K
raised for restaurant workers during the 2020 pandemic
3.9M+
peak influencer reach (measured only by followers)
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