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.
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.