seir hill

The Challenge

In 2020, Brian Miller founded Seir Hill to lead a revolution and create a new, better way to enjoy spirits without the alcohol. Seir Hill approached us for help developing their brand over a year-long campaign, launching in January 2023 and finishing that December.

Through a variety of online marketing techniques, we aimed to drive traffic + purchases to the Seir Hill website, spread awareness and engagement with the company’s brand, and create a positive perception of Seir Hill products. Ultimately, we’ve planned a digital-focused campaign built to drive a consistent increase of consumers to seirhill.com.

The story

In 2020, Brian Miller founded Seir Hill to lead a Revolution and create a new, better way to enjoy spirits — without the alcohol. Seir Hill’s collection of non-alcoholic spirits offers a healthy & uniquely American experience, owing to its roots in a Wilton, CT barn built in 1744.

Seir Hill screams American: its logo pays homage to American cattle farmers, its typography choices come directly from Texas and the Colt muscle car, and every bottle sold contributes to the American Farmland Trust. We had to make sure we maintained not only the brand style, but the tone and background of the company in every angle.

where we started

Seir Hill’s website links to 5 platforms, but only Instagram and Facebook have been active in the last 3 months.
Twitter hasn't been updated since July, Pinterest since June, and the YouTube channel since 2021, and the YouTube link on the site is broken.
Instagram has the most followers (1,327), but very low engagement.
The Facebook and Instagram feeds are identical, despite differing demographics, likely adding to the low engagement.
Where Seir Hill does shine is in its website and email communications: after signing up for emails, customers receive a coupon code, and occasional modest promotional emails.

In 2021, the volume of no- or low-alcohol beverages grew by 31 percent year-over-year, according to a 2022 report by IWSR.

The non-alcoholic market in the U.S. accounts for over $414 million in sales, and the market is expected to expand by over 5% per year from 2021 to 2026.

data & research

After researching the NA drinks industry, we were able to analyze the reasons consumers buy NA spirits, as well as its recent spike in the wake of the Covid-19 pandemic.

During the recent COVID-19 pandemic, the NA spirits industry exploded in popularity, leading to a major increase in sales and an expansion of the market.

People became drawn to the healthier alternatives (seen as “trendy” to younger audiences), which also contributed to the increase in growth of the market.

competitive analysis

We identified four major competitors in the NA industry: Monday, Seedlip, Three Spirit, and Ritual Zero Proof. Monday and Seedlip are more oriented towards health-conscious, mature drinkers, while Three Spirit and Ritual are targeted more towards a younger audience, maintaining a down-to-earth, alternative tone.

Seedlip and Ritual are the two biggest names in NA spirits (excepting Athletic Brewing Co., removed from this analysis for its specific emphasis on beer, rather than spirits like gin, whiskey, and vodka). We analyzed how Seir Hill could begin to stand up to major brands like these.

the plan

With our research behind us, our team set to work crafting the Above and Beyond plan. Our Above and Beyond plan involves a combination of tried-and-true platforms like Facebook and Instagram, and other more up-and-coming or niche platforms.

By using these different platforms in tandem, we can reach wider audiences in our target demographics and increase both awareness & engagement of the Seir HIll brand.

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We’ve chosen to spend using elements of both a steady flighting plan and a ramp up strategy.

To maximize impressions and traffic, we’ve chosen to spend on Meta’s Facebook and Instagram, Reddit and Google’s YouTube and Fitbit.

In total, of the budgeted $2 million, about $1.99 million is planned, leaving $10,000 remaining as a rainy-day-fund to enhance the results of our more experimental advertising partners or improve stable partners.

Scroll through the gallery below to view the exacts of how our proposed strategy plan shakes out.

Audience:

Facebook + Instagram: Males 25 - 50 Females 25 - 50

TikTok: Males 20 - 35 Females 20 -25

Reddit: Males 25 - 54

YouTube: Males 25 - 54

Fitbit: Females 20 - 50