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Social Media Marketing

Past Campaigns

Cogent Creatives was responsible for the creation and dissemination of all assets seen within the following posts.

Sassenach Spirits

Cigar & Spirits Magazine’s May/June 2020 issue is one of the publication’s most lucrative and recognizable issues to date. This was the brand’s first profitable venture into social media.

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Brother's Bond Bourbon

Cigar & Spirits Magazine’s March/April 2021 issue catapulted the brand on Instagram and YouTube, and accomplished the brand’s long standing goal of attracting younger women into the audience.

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Dos Hombres Mezcal

Cigar & Spirits Magazine’s March/April 2020 issue received coverage from traditional media outlets due to the success of its social media campaigns. Further, this issue kickstarted the brand’s growth on Instagram.

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Our Involvement

We worked closely with Sam Heughan’s PR team/management to create a posting schedule on social media. Similarly, we created and disseminated all of the assets used in the campaign (video interview snippets for social feeds, the long form video interview on YouTube and the finalized cover.) The cover itself received 97,000+ likes on Sam’s Instagram and the video snippet he posted has received 555,000+ views to date.

In order to capitalize on Sam’s fanatical fanbase (Heughligans), we set up a time sensitive landing page on cigarandspirits.com. Users who provided their email address would be supplied a complimentary download link to the digital issue featuring Sam. Our efforts captured over 3,200 new subscribers for the brand’s email list. 

Finally, we coordinated a limited edition offering on the brand’s then newly launched Shopify store. By directing users from Instagram, Facebook and Twitter to the store we were able to generate almost $2,000 in sales in <24 hours, which sold out the issue.

View the Snippet

Our Involvement

We worked closely with Ian Somerhalder and Paul Wesley’s PR team/management to create a posting schedule on social media. Similarly, we created and disseminated all of the assets used in the campaign (video interview snippets for social feeds, the long form video interview on YouTube and the finalized cover.) The cover itself received 3,000,000+ likes on Somerhalder’s Instagram and the YouTube video has received 131,000+ views to date.

The issue was late to print, however, we recognized that this was an opportune time to release the video interview ahead of the actual print issue. We realized that the duo’s fans mirrored those of Sam Heughan’s and felt this was a way to create a pre-emptive buzz around the issue.

Thus, we conducted keyword research amongst competitors videos featuring the duo and generated a SEO strategy for the video. Ultimately, creating a domino effect that caused the YouTube algorithm to suggest our video to users outside of our demographic. Those users then shared the video across social media and further propelled the video.

The success of the video enabled the brand to become part of YouTube’s Partner Program which enables monetization.

View the Interview

Our Involvement

We worked closely with Aaron Paul and Bryan Cranston’s PR team/management to create a posting schedule on social media. Similarly, we created and disseminated all of the assets used in the campaign (video interview snippets for social feeds, BTS snippet, the long form video interview on YouTube and the finalized cover.) Aaron’s initial posting received  550,000 likes on Instagram and the behind the scenes snippet garnered another 39,575 views on the Dos Hombres Instagram (plus a DM from Aaron himself praising the video).

The issue was one of the first shoots/interview the duo had done together since ending Breaking Bad. Fans were so pleased to see them back together again, and with that in mind we knew we had to capitalize on this opportunity. In order to increase the reach beyond their base on Instagram we conducted intense hashtag analysis. With our initial posting we ranked on 4 hashtags related to Breaking Bad, which then pushed our content onto the discovery page for a majority of their fans.

Once their fans had found the additional content Cigar & Spirits’ brand page they began reposting us and tagging us. Within their reposts some fan pages were exceeding 10,000 likes, which then translated into more people following the brand’s Instagram.

Within one day of the first posting from the duo Cigar & Spirits gained 2,224 followers and exceeded 334,000 impressions on their page. Due to the mass sharing of the shoot traditional media outlets caught wind and requested us to share assets to repost on their websites. We were able to secure features on mashed.com and the Daily Mail. 

View the BTS Snippet