Basil Hayden Social Content
As an Associate Creative Director at Day One, I lead creative for social on Basil Hayden. We were tasked with creating a social playbook rooted in creative strategy that would inform our content. One of the challenges we faced was knowing that the brand would have a new visual identity 6 months down the line, so we needed to start visually integrating the new look and feel while only having a limited bank of old images to work with.
One of our key insights was that defined our content was that we wanted our channel to feel warm and inviting in a sea of whiskey and bourbon accounts that all felt the same. Tapping into native UI/UX features, we created graphics that highlighted the product while also driving conversation with new designs.
As we began to transition into the new visual identity for Basil Hayden, we wanted to have more creative control over the visuals that started to live on the channel. Doing so allowed us to have freer creative reign in what story we wanted to tell on our channel, leading us to host our own monthly shoots in-house (and we even won an award for it!).
Art Direction Livia Soong | Photography Ethan Newmyer
Toast Tease and Launch Campaign
Basil Hayden launched their new SKU, Toast, at the end of 2021. To announce their newest offering since their vis ID refresh, we were tasked with creating a tease and launch campaign on their social channels. We started off by building buzz with a few teaser posts on social, and leveraging the conversations we knew our tight-knit community would have to spark interest.
Art Direction Livia Soong | Photography Ethan Newmyer
For the launch itself, we partnered with Fort Standard to give away a customized bar credenza. The two-week long campaign incentivized our audience to tag friends to be entered into our Close Friends on Instagram, where we then picked our winner (and continue to treat our close friends to surprise and delight opps!).
3.9M impressions
9.6K likes & comments
6.31% engagement rate
Photography Levi Walton
Basil Hayden Holidays
At the end of 2021, we hosted a six-day celebration on our @basilhayden channel that allowed us to surprise and delight our audience by spreading holiday cheer and positioning Basil Hayden as the gifting and hosting expert of the season. We created a digital “advent calendar” and that featured a different tip paired with a wide, continuous carousel image.
