DGTL Holdings Inc announced that its wholly owned subsidiary Hashoff LLC has signed a new social content marketing campaign contract with a key client account.
Key Account is the world’s largest producer and marketer of alcoholic beer and soft drinks and is a NYSE-listed company with a current market capital of over $100 billion. This new six-figure social content campaign is set to take place in the southeastern United States.
“Hashoff has successfully diversified its customer base over the past 18 months and expects to grow revenue through account penetration as well as cross-selling to key Engagement Labs customer accounts,” said CEO Mike Racic. in a press release. “DGTL plans to use TotalSocial social media analytics software to validate campaigns for Hashoff’s key accounts, offering the potential for significant impact on combined revenue.”
READ: DGTL Holdings completes its previously announced acquisition of Engagement Labs
The company said the six-figure campaign has launched and will roll out in the Southeastern US markets – Florida, Georgia, South Carolina, North Carolina, Alabama, Mississippi, Tennessee – in the first quarter of 2022. The NYSE-listed account selected two beer brands and seltzer brands as well as two innovative brands as its focus, it added.
Campaign goals include rebuilding overall brand awareness and driving trial and loyalty purchases while supporting new brand innovation launches in these states. Content will include a mix of digital images and video content aimed at driving conversion to rebuild sales revenue from digital media spend.
This key account accounted for nearly 35% of Hashoff LLC’s total annual revenue prior to its acquisition by DGTL in Q3 2020. As COVID-19 related retail lockdowns began to ease in Q2 2021 , the account directed marketing budgets to “the grand reopening,” meaning digital media budgets were reallocated to supporting international retail and distribution partners as well as on-site marketing spend for venues for sporting and entertainment events.
The client is the official sponsor of the National Football League, Major League Baseball and the National Basketball League, the company said.
He said this new contract is a positive indication that incremental revenue from this former key account should return to post-2021 levels.
Data from UTM (Urchin Tracking Module) codes will be used to track and report on the campaign. This data will flow back to Drizly, an online ordering and delivery platform that facilitates alcohol delivery from local retailers through its mobile app or website. Brand management teams will track related sales based on when content goes live in each region.
DGTL said Hashoff is also pushing for this original branded content to be reused in paid capacities outside of social media through content distribution and revenue-sharing agreements with strategic partner Shuttlerock.
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