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Maestro Dobel Tequila Case Study


Create a social media marketing strategy that includes physical-world activation components to launch Maestro Dobel Tequila.

Services & Tactics:

  • Created and launched all social media channels for Dobel (Facebook, Twitter, YouTube & Instagram)
  • Developed an audience-relevant social media brand voice
  • Created, curated, and managed a content calendar for all channels
  • Conducted unique promotions that integrate brand messaging and reward fans for loyalty
  • Secured key partnership with Lollapalooza music festival, implementing both online and offline activations
  • Created and implemented blogger and online media outreach campaigns
  • Planned, purchased, and managed Facebook advertising campaigns
  • Established ‘food pairings’ with renown chefs across the United States with cross channel social promotion
  • Created original recipes that are unique to the Dobel brand and also time for seasonality


  • Generated 113,000 organic Facebook ‘Likes’ in 12 weeks
  • Executed multiple sweepstakes, contests and promotions on Facebook, Twitter and Instagram
  • Generated 10,000,000+ media impressions via blogger and online media relations campaigns
  • Activated all social media initiatives with rock music icon Perry Farrell (Dobel’s spokesman)
  • Secured Dobel as the Official Tequila of the Lollapalooza Music Festival 2012, 2013, 2014, 2015 & 2016
  • Created partnership with EMI records to give away digital downloads of the last Jane’s Addiction album