Work / Paid media case study
Tequila Komos
Launched a luxury tequila's first-ever paid social program and reached 2.4M people for under $10K.
- Client
- Tequila Komos, Casa Komos Beverage Group
- Industry
- Wine & spirits, luxury CPG
- Channel
- Meta (Instagram)
- Markets
- Miami, New York, Dallas
- Budget
- $10,000
- My role
- Paid social strategist & media buyer
Every funnel stage beat industry benchmarks
The program also identified a clear winning creative angle, "A Matter of Taste," aimed at an affluent, aspirational audience, and gave the brand a data-backed roadmap for scaling.
Build demand where bottles weren't moving
Komos was expanding US distribution, but bottles weren't moving off shelves fast enough. Sales were down in key markets: New York −23%, Florida −20%, Texas −11%. Casa Komos Brands Group needed to build demand for two SKUs, Añejo Cristalino and Reposado Rosa, on a $10K budget by building brand desirability first, then driving retail and e-commerce conversion.
A brand-new account and a thin purchase pixel
This was the brand's first-ever paid Meta campaign, so there was no historical data to build on. The purchase pixel was thin (about 10 purchases a month), the product is a high-ticket luxury spirit, and a limited budget had to cover three markets across a full funnel.
Strategy through reporting
- Strategy & budget planningAdvised on the brand team's three-phase funnel strategy (Awareness, Consideration, Conversion) and its KPIs, and restructured the budget split across funnel phases to fit how a brand-new account learns.
- Targeting & geo planBuilt a market-by-market geo and audience plan around priority points of distribution in Miami, New York, and Dallas, aligned to the brand's luxury consumer.
- Creative & copyGave feedback on the brand team's creative concepts, drafted the ad copy, and tested three creative angles against distinct audiences to find what resonated.
- Campaign setup & trackingBuilt and launched all campaigns in Meta Ads Manager, and coordinated with the brand's e-commerce partner on Meta pixel tracking and purchase routing.
- Testing & optimizationManaged budgets, pacing, audiences, and conversion objectives throughout the flight, shifting spend toward the strongest markets, audiences, and creative.
- Reporting & recommendationsDelivered bi-weekly performance readouts and an end-of-program report with learnings, recommended segments and markets, top creative, and a testing roadmap for scale.
Three angles, one clear winner
Creative concepts by the Casa Komos brand team; ad copy, testing, and optimization by me.
"She made results easy to understand by breaking down performance against relevant industry benchmarks, such as CPMs, which helped us understand how our campaigns were performing in the broader Spirits landscape."