Nestled in the shadow of Edinburgh Castle, Edinburgh Gin has been distilling gin in the capital using distinctly Scottish botanicals since 2010, igniting a passion for gin across the UK and beyond. Edinburgh Gin sought LUX as the season of goodwill heralded its arrival, to promote the 2015 release of its festive Christmas Gin, all wrapped up in a brand new bottle design.
With a hugely engaged following across social media of over 50,000 people, Edinburgh Gin aimed to reach this audience using the power of social to drive brand awareness and online sales.
With jingle bells in the air, the Christmas season was a fantastic time to harness the enthusiasm of Edinburgh Gin’s social audience and direct this fervour towards an exciting limited edition product.
Through running a daily optimised and monitored Facebook retargeting campaign, LUX was able to serve Christmas Gin adverts to those who had previously visited specific product pages on the Edinburgh Gin website. This strategy strived to target a user base with an existing interest in Edinburgh Gin, who were highly likely to make future purchases.
LUX’s solution not only aimed to drive sales of the seasonal product, but of the whole range of bottles and gin accessories. Using a series of carousel adverts, relevant additional products were selected to compliment the Christmas Gin, such as Edinburgh Gin’s fruit liqueurs, glassware, and cocktail sets. Non-fans of Edinburgh Gin were also reached through targeting a segment of users who had expressed interest in peer and competitor brands.