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In June, the brand's premium Elit vodka line started analyzing Google Trends data to zero in on online chatter and use it to crank out stylized posts of bottles, martini glasses and recipes. For the holidays this year when searches for martinis and vodka cocktails spike, the brand is enlisting such data to inform an Instagram campaign called Elit Live Social Lab.
If a recipe for a chocolate martini is trending online, for instance, Elit's social team will whip up and post a picture of a chocolate drink within 24 hours.
Brand manager Lauren Ryan said that when it comes to which social platforms Elit prioritizes, "Instagram is first and second for me, and Facebook follows," because the visual platform is particularly conducive to targeting luxury consumers.
"If you take too much time, that conversation is over and you miss it," Ryan said. "When we saw this as a way to approach social, we knew that it would only work if we flagged these conversations and said, 'OK, we're going to tap into this today, but this is our only day.'"...
After you search for martini recipes this year, try checking Stolichnaya Elit's Instagram page to see pictures of what the drinks look like. Fast, creative, smart social marketing.