Elise Stone

Chivas 12 is a whiskey brand within the Pernod Ricard portfolio. Pernod Ricard is the 2nd-largest wine and spirits seller.

The Chivas Brand team hired Legacy Marketing, for which I freelance, to run an off-premise consumer sampling program to distribute samples of Chivas at various off-premise locations across the country, primarily focusing on Chivas 12.

Off-premise tastings help generate brand awareness, connect consumers with the brand through a visual and sensory experience, and allow consumers to taste the product without purchasing a bottle.

The primary goal of this off-premise program was to generate sales and convert consumers to brand loyalty to Chivas. My role was to evaluate the program’s effectiveness by analyzing the pros and cons of each location and market and then evaluating the overall effectiveness of the campaign as a whole.

During the summer, Marc Anthony Brands launched a Seasonal Brand Ambassador program with Sidecar Drinks, focusing on brand awareness and purchase consideration within a summer hot spot, The Hamptons. Throughout this 3-month program, the Brand Ambassador was tasked with building relationships with local on- and off-premise accounts, increasing brand awareness and consideration among consumers via samplings, and hosting brand-centric events to get consumers excited about Dillon’s, in addition to trying the product.

I was tasked with creating the reporting infrastructure in which the Seasonal Brand Ambassador logged all of his activity, pulled the data bi-weekly, and reported on KPI performance. I conceptualized and built the reporting template from the ground up and worked with the client to ensure they were happy with the dashboard’s interactive functionality and the report’s aesthetic.

I would also provide insights based on the depletion data, i.e., sales data at each account, and tie that back to what was working and what was not based on the KPI achievements in each account.

Partnered with Starfish to evaluate the effectiveness of an influencer whitelisting campaign for a pharmaceutical company, Vyleesi, which helps premenopausal women who struggle with low libido. This campaign comprised macro- and micro-influencers ingrained within the women’s health space to improve brand awareness and recognition and help drive prescription conversions.

I conducted a social media reporting platform evaluation and presented my key findings and recommendations to the CEO for the best-in-class social media tool, Keyhole. I also developed performance benchmarks by leveraging historical performance at both the post and influencer levels through the use of this tool.

I led reporting efforts for this program and evaluated the effectiveness of each post, influencer, and platform from a front- and back-end perspective. I provided weekly optimization recommendations to improve the campaign’s performance in real time. I also created and managed Urchin Tracking Module (UTM) tags to better understand the back-end performance via Google Analytics 4 and evaluate the effectiveness of each post, influencer, and platform.