Client: Ableforths Bathtub Gin
Task: Lift brand awareness and generate off shelf sales in offline retail partners for home consumption.
Campaign context: Bathtub Gin competes in the growing premium gin market, against high profile competitors such as Sipsmiths and Hendricks. It has many points of difference in how it is made and presented. It was very important to highlight these concepts to the core target of gin aficionados to give them “permission” to try and buy. A prime motivator of this audience is to demonstrate difference by way of identify.
Challenge: During the peak booze buying November/December period, generate resonant brand messaging linked to subsequent performance based retail promotion campaigns.
Solution: Journalist article on Huff Post presenting the options for alternative Christmas celebrations. This generated organic traffic, and was subsequently distributed programmatically to potential readers. The data generate was then utilised to generate look alike audiences and retargeting opportunities to serve the specific retail promotion offers to potential gin buyers in the lead up to Christmas and New Year. Digital activity was complemented by Metro print advertising in food and drink sections with direction to purchase online.