JULIA REED
Brand Copywriter
E&J BRANDY
THE E&J FAMILY
January 2019
Since 2016, we have worked to develop a strong social following that consider themselves more than "fans" but part of the "fam." Playing off this insight, we created a place where fans can feel like they are part of the brand. After months of ideating and writing, The Family finally came to life, and within the first quarter welcomed 10,000 new members. with 3.77 average pages per session and 19.6K engagements by the 3rd quarter.
The interactive application form adds an element of personalization and fun to joining the E&J Family.
The logged-in homepage state allows fans to see the latest blog and giveaway item, while a recipe book allows fans to save favorites and upload their own.
Fans can enter for a chance to win swag from past collabs by answering unique questions. A new item drops on the "shelf" every two weeks.
EMAIL MARKETING
Email strategy designed to target fans who’ve previously entered an E&J Brandy promotion to join the family, while separate emails re-engage E&J Family members with exclusive swag and blog content.
BLOG CONTENT STRATEGY
The E&J Family blog is the hub of all exclusive content, including brand announcements, exclusive events, fan shout outs, recipes and promotions.
SOCIAL MEDIA
In order to promote the launch of the E&J Family, we began by teasing some of the potential swag and perks of becoming a member through E&J Brandy's social media pages. Once launched, we continued to grow awareness through targeted link ads and excite our fans by showcasing swag and blog content in unique ways.
