25
million impressions
Overview
The brief from Black Button Distilling
5W was tasked with supporting the brand's cause-related initiatives throughout a multi-year campaign, while positioning founder Jason Barrett and the Black Button Distilling brand as leaders in the spirits space.
Strategy
How 5W ran the program
5W employed several different media strategies to amplify Black Button's nationwide efforts. The team garnered mass media awareness for Black Button's mission to distribute hand sanitizer to hospitals, schools, and local businesses, while also pitching business coverage and brand profiles to elevate Jason as an industry leader when he rallied fellow members of the New York State Distillers Guild and wrote an open letter to Congress to veto a potentially devastating spirits tax. 5W leveraged one final initiative—Jason's effort to unite Rochester businesses to petition the city to build a collective outdoor “Railroad District” for visitors—to increase brand affinity and media coverage on a local level.
25
million impressions
Results
25 million impressions
5W secured product and brand profile stories on behalf of Black Button with The Washington Post, FOX 5 New York, Craft Spirits Magazine, and Shanken News Daily, among other outlets, earning over 26 million media impressions.
Discover how our targeted strategies have positioned Black Button Distilling and its founder as industry leaders, demonstrating our expertise as a premier alcohol marketing agency.
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