LUX

Edinburgh Gin (Christmas Gin)

Social Media

Edinburgh Gin (Christmas Gin)

The Challenge

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.

The Solution

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.

the results

The Results

  • The Facebook community grew by 10%
  • Facebook advertising reached 28,478 people, at an average cost of only £0.03 per engagement
  • Retargeting drove 346 clicks to Edinburgh Gin’s online shop, at a low cost of £0.44 per website click
  • Facebook content during the launch period reached over half a million people
  • Twitter amassed over 350,000 impressions during the campaign
  • Twitter drove over 3,000 website clicks – an increase of 57%
  • Several Edinburgh Gin products sold out on the online shop less than a week into the campaign
  • Website traffic increased by 117%.
  • 31% of all website traffic was driven directly from social, with 1,707 clicks through to the Christmas Gin product page from Facebook and Twitter