As Zacapa Rum sought to enhance its social media presence, the team was brought on to execute a strategic overhaul aligned with new brand positioning. With a focus on Instagram and Pinterest (paid), Zacapa's brand voice and visual style were successfully revamped to mirror a new tonal direction and support Zacapa's brand origin, key personalities, and occasions. We reframed existing assets, leveraged UGC, and gifted influencers to capitalize on key moments and holidays such as #NationalRumDay and #NationalMojitoDay. In addition, we leveraged trending topic #WhiskeyWednesday to steal share from dark spirits and whiskey drinkers and created compelling captions that drove engagement from whiskey fans. To deepen engagement and rally our community, we created #SundayRumday, allowing us to repost vetted user-generated content with strong brand-centric visuals. As direct interaction from the brand is vital to spurring engagement, the team provided round-the-clock community management, driving organic engagement through conversations and on comments where appropriate.