June 21, 2024

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DGTL Holdings Inc says unit signs social content marketing campaign contract with world’s largest beer producer

This six-figure campaign has launched and will run across southeastern US markets – Florida, Georgia, South Carolina, North Carolina, Alabama, Mississippi, Tennessee – in 1Q of 2022

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. 

The key account is the largest producer and distributor of alcoholic beer and soft drinks in the world and is an NYSE-listed company with a current market capital in excess of $100 billion. This new six-figure social content campaign is scheduled to run across the southeastern US.

“Hashoff has successfully diversified its customer base in the past 18 months and plans to grow revenues through account penetration as well as cross-selling to Engagement Labs key client accounts,” said CEO Mike Racic in a statement. “DGTL plans to use TotalSocial social media analytics software to validate Hashoff’s key account campaigns providing the potential for a significant impact to combined revenues.”

READ: DGTL Holdings completes its previously announced acquisition of Engagement Labs

The company said the six-figure campaign has launched and will run across southeastern US markets – Florida, Georgia, South Carolina, North Carolina, Alabama, Mississippi, Tennessee – in 1Q of 2022. The NYSE listed account has selected two household name beer and seltzer brands as well as two innovation brands as the focus, it added. 

Campaign objectives include rebuilding general brand awareness and driving trial and loyalty purchases while supporting new brand innovation launches within these states. Content will include a mix of digital image and video-based content aimed at driving conversion to rebuild sales revenues from digital media spend.

This key account represented nearly 35% of the total annual sales revenues for Hashoff LLC prior to it being acquired by DGTL in 3Q 2020. As COVID-19 related retail lockdowns began to ease in 2H of 2021 the account streamed marketing budgets towards “the great reopening” which meant digital media budgets were reallocated towards supporting international retail and distribution partners as well as on-premise marketing spending for sports and entertainment event venues.

The client is the official sponsor for the National Football League, Major League Baseball, and the National Basketball League, the company noted. 

It said this new contract is a positive indication that incremental revenues from this legacy key account are expected to recover to post 2021 levels.

Data from UTM codes (Urchin Tracking Module) will be used to track and report on the campaign. This data will trace back to Drizly, an online ordering and delivery platform that facilitates the delivery of alcohol from local retailers via its mobile app or website. Brand management teams will track the related sales based on when content goes live in each region. 

DGTL said Hashoff is also pushing for this original branded content to be repurposed in paid capacities outside of social media via content distribution and revenue sharing agreements with strategic partner Shuttlerock.

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