CASe STUDYDibs Mixers
Veteran-Owned. Crafting Premium Syrups for Bar Programs Nationwide, with a Texas Twist.
About Dibs Mixers
DIBS MIXERS is a veteran-owned craft syrup company that supplies high-quality syrups to bar programs across the United States, mainly in San Antonio.
The company holds a GOTEXAN certification and is dedicated to the consumer packaged goods sector, aiming to offer its products at wholesale and direct-to-consumer levels. The company joined Eat It Up Marketing in February 2024.
Why Dibs Chose Eat It Up
The client came to Eat It Up seeking help to edit and disseminate social media content for the brand and enhance their online social media presence on platforms such as TikTok and Instagram.
Objective and Strategy
The account was originally created to share educational videos on making cocktails, featuring the product in each video. In the past 90 days, the account's Instagram has reached 18,562 unique accounts, which is a 379.3%increase compared to the previous 90 days.
We were originally planning to receive content from an agency for the client, but instead, they provided their own unedited videos.
We edited and produced these videos to increase account awareness, gain more followers, and encourage sharing. We ran a campaign with influencers, reaching out to specific ones who appeal to the product's target audience.
We also used tailored text and relevant audio to showcase the brand. Additionally, we interacted with the social account daily, highlighting relevant consumer items to start conversations and increase brand awareness on various platforms.
Subsequently, in July 2024, we commenced Pay Per Click advertising through Meta Business Suite.
Our initial catalog ad on the Dibs Mixers Website yielded substantial traffic and a low cost per click ratio. Following a reassessment of the required expenditure, we decided to launch an ongoing Meta re-targeting advertising campaign.
We have adhered to a consistent posting schedule, creating 2 reels and one static post for the client's Instagram, Facebook, and TikTok accounts.
Following a comprehensive three-month review with the client, it was agreed that the content strategy should move towards a more structured sales and funnel approach. This shift involves the creation of content targeted at all levels of the social media sales funnel.
1. Attract
Drive traffic (Short and Punchy Reels, On Trend)
2. Interact
Engage with the audience (How-To, Education, Behind the Scenes)
3. Convert
Convert those who interact into fans of the brand. This includes Brand Identity and Lifestyle focused content.
4. Take it offline
Convince the customer to make a purchase using long-form content, ensure website ease, and facilitate one-tap purchases.
Social Media Performance
We have adhered to a consistent posting schedule, creating two reels and one static post for the client's Instagram, Facebook, and TikTok accounts.
Instagram: 90 Day Overview
From June to August 2024, there was a significant increase in Instagram following, with 161 external link clicks (which takes potential customers to website).
The engagement level also notably increased to 18.6K, marking a 379.3% rise from the previous 90 days when Eat It Up was not actively creating and producing content.
Additionally, the client's Instagram saw a steady 5.6% increase in content interactions from the previous 90 days.
What does this signify?
The increase in engagement and external link clicks indicates that our client's social presence continued to strengthen, with a growing dedicated follower base, as we consistently delivered engaging content by increasing our posting frequency.
Facebook: 90 Day Overview
During the summer of 2024, there was a notable surge in Facebook activity. We saw an impressive increase of 969 new accounts (a 2.0%increase) and 26 interactions (2.5K% increase) with our content.
Furthermore, there was a remarkable 100% boost in external link clicks, leading potential customers to our website.
What does this signify?
The rise in engagement and external link clicks demonstrates that our client's social presence has continued to strengthen. We are attracting a larger and more dedicated following by consistently delivering engaging content and increasing our posting frequency.
The New Meta Experience
In the realm of consumer packaged goods, it is crucial for brands to maintain a strong digital presence across review platforms, including websites and social media outlets.
Forbes reports that 67% of Gen Z individuals use Instagram as a search tool, highlighting the emergence of alternative channels encroaching on Google's predominant position in the SEO landscape.
While Google remains the unrivaled leader, it is advantageous to optimize for non-traditional platforms.
DIBS MIXERS has effectively expanded its presence in the competitive market, particularly within the wholesale sector, attracting both professional bartenders and at-home cocktail enthusiasts.
To uphold a favorable online reputation, Eat It Up Marketing proactively addresses both positive and negative feedback.
Through six months of dedicated SEO optimization on social media and website maintenance, their client's product, Red Fassionola, has secured a prominent position on the first page of Google.
The search to the right shows an incognito search for Red Fashionola. The product, along with the website, is the first to show up on Google, a significant achievement for the brand.
The search to the right exhibits what shows up when searching “Cocktails”. results are populated for each users personalized algorithm. Results include classic versions of the cocktails, restaurants, and reels from relevant influencers.
Conclusion
To uphold a favorable online reputation, Eat It Up Marketing proactively addresses both positive and negative feedback.
Through six months of dedicated SEO optimization on social media and website maintenance, their client's product, Red Fassionola, has secured a prominent position on the first page of Google.
In conclusion, customized marketing strategies enabled Eat It Up Marketing to establish and maintain DIBS MIXERS' digital presence and garner increased recognition across social media.
For restaurant or bar owners in need of marketing, PR, or web design support, a free business consultation with Eat It Up Marketing can provide a valuable boost to your food and beverage brand.
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