CASE STUDY 03

Golden Word for Blade and Bow

Holistic Communications Work: PR + Social Media

Diageo-owned Blade and Bow Bourbon Whiskey approached Golden Word to represent the brand after partnering with Ledbury and Bulleit Bourbon. Our knowledge of their cultural community allowed us to easily amplify their brand positioning with media and influencers.

Further, the brand team asked us to handle Blade and Bow's social media content strategy, execution and community management.

FOOD & WINE | MAXIM

Big Headlines

We were thrilled to land stories with big headlines that doubled as major bragging rights and sales angles for Blade and Bow. This level of thrid-party endorsement can't be bought - and has to be earned. Our relationships and the quality of the liquid came together to secure these placements.

In-Person Experiences

For a brand proudly rooted in hospitality, hosting people in-person is incredibly important. We supported media trips to Louisville, KY, the distillery's annual A Stitzel-Weller Affair and even Charleston rooftop happy hours for media and influencers, immersing them in the brand lifestyle.

Creative Direction

Between our PR and social media roles, we curated photo and video to help Blade and Bow express itself in our increasingly visual culture. We set shot lists, coordinated with photographers and videographers, creative directed shoots and ultimately delivered assets to build out an asset library serving web, paid media, press and social media needs.

INSTAGRAM

Social Media

Our first time taking the helm on social media for a client, managing Blade and Bow's social media top to bottom was a delightful discovery of how well suited our team is to this form of communications.

Over the course of our two-year tenure, we transformed feed content and appearence, and increased Blade and Bow's Instagram following by 90%.

Owning The Cocktail Hour

To give people distinct reason to follow Blade and Bow, we set strategy for Blade and Bow to own the cocktail hour. We produced regular cocktail-build Reels showcasing recipes and inspiring bourbon enthusiasts to try new cocktails.

Creative Campaigns

To keep content fresh and boost engagement, we concepted multiple creative campaigns:

- The Ultimate Bourbon Cocktail Bracket, timed to March Madness

- The Share Your Keys Giveaway, celebrating their Five Keys Club for an entire month

- One-Minute Whiskey History Reels series, making Blade and Bow heritage come alive

Don't Just Take Our Word For It

"Golden Word has been a true partner over the past two years with Blade and Bow. Their communications acumen has helped us get further embedded with our cultural community. Their efforts across traditional PR, influencer relations, plus step-changing our social media presence have driven awareness, recruitment and made us a part of valuable cultural conversations. They take it personally and work their damndest to deliver for their clients.”

JEFF PARROTT

BLADE AND BOW BRAND CULTIVATOR