Agency:
Method1
Client
Heaven Hill
Team Members
CD: David Muldoon ACD: Jess Bennett
AD: Romik Mita PM: Mara Whitten
For the main Heaven Hill Distillery account over the last couple of years, I played a key role in developing and executing the "Always-On" content calendar. Our mission was to create engaging content for all social media channels, the website, and newsletters. The ultimate goal was to significantly boost promotion and establish the distillery as a highly desirable tourist destination. This was achieved through collaborative content ideation and efficiently repurposing assets from existing stock sites, annual photoshoots (ensuring year-round usage), and various brand campaigns.
The main challenge was maintaining a continuous stream of fresh and unique ideas despite the content being inherently less "flashy" than major brand campaigns. We successfully overcame this by focusing on differentiation through formats like carousels and Reels. This allowed us to develop engaging, unique educational posts and social assets that strategically drove traffic back to the main website or blog.
Collaborating closely with the Project Manager (PM) and receiving input from the brand's Art Director (AD), I designed and implemented a robust, versatile template system for social media. This system was engineered to offer a comprehensive set of layouts that could be efficiently adapted for varying content needs and lengths, ensuring consistent brand presence across all situations.
Larger copy
Right Copy example
Light version example
We created a strategic series of multi-panel carousels designed for high engagement on Instagram, with the added benefit of easily converting to versatile 1x1 formats for use on Facebook. These assets were enhanced by occasionally integrating video segments within the sequence. Our content strategy covered a broad spectrum, including sets dedicated to showcasing recent brand awards and separate series focused on educational learning posts.
Cork
This was an educational carousel designed to inform the audience about the composition and details of the cork used in the bottle stopper.
Wood
This piece was an educational carousel dedicated to informing the audience about the crucial role of wood in the aging process and its specific influence on the final character and flavor of the whiskey.
Featured here is a selection of supporting social posts that ensured comprehensive content coverage throughout the year. The examples illustrate our production capabilities, encompassing everything from monthly visual assets to specialized projects like a produced podcast.
Podcast
We developed a series of templates specifically designed to advertise the podcast on the social feed. The primary goal was to create visuals that were highly impactful and stood out, while simultaneously ensuring the design remained easy to update and adaptable for new episodes.
Content Cal
Here are examples of the content we developed for the calendar. Our strategy involved blending diverse sources, ranging from leveraging assets captured during the annual photoshoots and repurposing images from sister brands, to creating engaging fan quotes specifically designed to generate social proof and boost audience engagement.
I developed a scalable newsletter template system designed for long-term use. This framework simplified the monthly content production cycle, making it straightforward to insert approved content and launch the newsletter efficiently.
