LUX

Edinburgh Gin (Valentine’s Gin)

Brand Partnerships

Edinburgh Gin (Valentine’s Gin)

The Challenge

Distilling a range of innovative gins in the heart of Scotland’s capital, Edinburgh Gin has been at the forefront of the UK’s gin revival. A rapidly growing business with an exciting and expanding line-up, Edinburgh Gin reached out to LUX in 2016 in order to launch the pink-hued Valentine’s Gin.

Boasting a highly engaged existing social following, LUX’s challenge was to build and implement a full launch strategy purely driven by social media.

 

The Solution

Ready to ignite the community’s passion for gin just in time for Valentine’s Day, LUX created a dedicated content strategy for the seasonal product which included photography, a repertoire of crafty cocktail recipes, creative food pairings and bespoke blog posts.

As the limited edition gin was to be exclusively launched online, using social as the only means of promotion, a Facebook advertising campaign supported the content and product launch. Building a specific ‘gin interests’ segment, LUX was able to target consumers of peer and competitor brands. This campaign incorporated trackable URLs to the product which monitored social referrals to the online shop. This overarching strategy sought to boost engagement and impressions, alongside driving website traffic and sales.

Supporting messaging was designed to engage the community organically, rather than through using overtly promotional sales messages. Having built up a highly engaged community, LUX learned that this audience responded significantly more positively towards a more genuine and sincere approach.

the results

The Results

  • The Facebook community grew by 4%
  • Facebook ads reached almost 100,000 people, at an average cost £0.01 per engagement
  • Facebook content reached over 400,000 during the three-week campaign
  • Facebook engagement rate grew by 142%
  • Twitter amassed over 180,000 impressions during the campaign
  • Twitter drove over 2,000 website clicks – an increase of 332%
  • Within two weeks, over 50% of Edinburgh Gin’s Valentine’s Gin stock had been sold, with the product completely sold out by the third week of the campaign
  • 30% of all traffic to the Valentine’s Gin product page was driven from was from social media, driving a total of 1,495 clicks