Key takeaway
By synchronising influencer marketing with a high-authority Digital PR strategy, premium brands can achieve a 110% ROI over investment.
Strategist’s Insight – Valda Boardman
“Tito’s has a ‘founder story’ that is pure gold for digital storytelling.
Our strategy was to move beyond the bottle and sell the Austin, Texas heritage. By layering tactical influencer engagement over a traditional PR framework, we created a ‘halo effect’ that boosted brand recall during the critical Q4 festive window, ensuring Tito’s was the first choice for those at home-cocktail making nights.”
The Brief
Marketing Network Group was tasked with accelerating the Irish market growth for Tito’s Handmade Vodka. Despite a 10-year presence, the brand required a high-impact, integrated campaign to celebrate its 25th anniversary and solidify its position as a top-tier choice for Irish consumers during the high-volume festive season.
The Strategy
Our approach focused on layered visibility and niche Influence to drive both awareness and purchase intent.
Digital PR & Tactical Earned Media: Securing high-authority placements to improve Brand Authority and SEO backlink profiles, focusing on the unique corn-based distillation and founder narrative.
Micro & Macro Influencer Alignment: Partnering with key taste-makers to generate “Social Proof,” moving Tito’s from a shelf product to a lifestyle essential through recipe-driven content.
Q4 Seasonal Dominance: Aligning bought media spend with peak “cocktail” and “gifting” search trends to capture intent-driven traffic in the lead-up to December.
The Implementation
Story-Led Content Marketing:Leveraged “Bertito’s” authentic Austin roots to create relatable, long-form content that resonated across social and traditional press.
Integrated Media Buy:Executed a “Bought-Earned-Owned” media model, ensuring that influencer-generated content was amplified through targeted paid social to reach a broader, yet specific, demographic.
Usage-Based Messaging:Focused heavily on “Home Mixology” and “Heritage,” providing consumers with the “Why” and “How” behind the brand to drive off-trade sales.
The Results
8.8 Million Combined Reach: A massive cross-channel impact delivered through a strategic mix of Bought (2M), Earned, and Influencer (3.4M) media.
110% Value Above Investment: The campaign’s PR evaluation demonstrated that the reach and impact exceeded the initial spend by more than double.
Market Penetration: Successfully transitioned Tito’s from a niche choice to a “Top-of-Mind” spirit in the Irish market during the most competitive retail window of the year.
