Black&Mild

The Launch of BlackandMild’s Instagram Page.

Action

Before we opened our digital doors, there were bridges to cross and work to be done. What does it take for an Altria brand to go live on Instagram? Why was Black and Mild the right brand to do it?

We created content that mirrors, compliments and expands on B&M.com, Art, Music and Education.

The Launch / Name Drop

Welcome to _ _ _ _ _ _ _ _ _ _

To engage our new audience, we decided to reveal our profile name over time.

Hiding clues in our first 9 posts, and over time adding letters to the profile.

We would reveal the full name in a reel video after the 1st 30 days.

Dropping Clues through

our Highlight Reel Rooms

The Highlight Reels are our ‘rooms’ a place to explore our history, blends, product features and more.

Each ‘room’ reflects a page featured on B&M.com. We revealed our profile name through clues placed in these rooms, so as we drop a new clue we’re also revealing a new highlight.

Each Room/Highlight

had it’s own design + vibe.

Points of Success!

Over 3,000 followers within the first 30 days.