The origins of Little Toad Creek might sound like the stuff of legends — a brewery and distillery gets its start as a remote inn and tavern deep in the Gila National Forest of New Mexico, but it’s as real as it gets. The team’s offerings have now grown to Little Toad Creek Craft Beer, Five Ducks Distilled Spirits, and Mixed-Up, a ready-to-drink cocktail line offering both mule and margarita flavors. If that wasn’t enough, Little Toad Creek also operates multiple taproom and restaurants in Southern New Mexico.
TILT was approached to not only work as Little Toad Creek’s creative partner on both overall branding and line-specific packaging, but also to help create an organized social strategy and management plan, and lead the way for creative content on social media channels.
Little Toad Creek’s product diversity presented the TILT social team with a unique challenge. With so many different product offerings — plus two locations that operate with a full menu of food and drinks and an active music schedule — the client needed a unique social media management plan that spoke to all of the different potential consumer audiences. Our team approached the challenge with a three-pronged approach:
- Create new social media accounts to effectively represent all facets of the Little Toad Creek business. This included launching a new high-level brand account that represented the brewed and distilled products, as well as reorganizing some of the location specific-accounts.
- Develop a flexible internal communication plan so that all parties involved, including brewery directors, tap room managers and bartenders, had a voice about the social media plan and could participate in content planning.
- Develop engaging social media content for all target audiences. This ranges from beautiful studio can photography and images of the products being used with the backdrop of both Silver City and Las Cruces, to informative content featuring music schedules and menu updates.
Social media content creation
In addition to ongoing social media strategy and management, TILT also supports Little Toad Creek with creative content. Even though the brewery and our office are separated by more than 1,100 miles, our social content team makes regular trips to the area to help build a rich, dynamic content library. While on location, we capture photography, video, stories and ideas we then use to supplement the content on the Little Toad Creek social and digital pages.
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