Slow & Low

The Challenge

The Slow & Low brand of rye whiskey draws inspiration from the mid-19th century Rock and Rye cocktail. Producing a brand new drink complete with raw honey, navel oranges, a small dose of rock candy and angostura bitters, and introducing it in the market is no easy task. During this important discovery phase, social media marketing constituted one of the brand’s greatest obstacles. Specifically, its narrow appeal to a male-dominated audience. In addition, the company had yet to engage in brand partnerships, influencer marketing or paid social strategies prior to engaging with M studio.

The Solution

By integrating social strategies with influencer marketing and brand partnerships, M studio made social media marketing on Instagram and Facebook the largest driver of Slow & Low’s online voice, accounting for 70 percent of the brand’s digital presence. This was achieved through digital tactics, product seeding, and influencer relations. Our work resulted in a 46 percent increase in Instagram followers in 15 months as well as a 75 percent increase in consumer activations.