Manchester Drinks

Campaign: Chin-chin, creating a stir about Manchester Drinks

The Brief

To raise awareness and drive sales of a range of gin liqueurs produced by Manchester Drinks Company

62M

reached via press coverage

2.3M

reached via influencer posts

585K

consumers reached via social media

Hundreds of new followers attracted each week

Activity

Manchester Drinks is a leader in the ready-to-drink sector, creating award-winning innovative flavours and concepts.

Initially, we were tasked with launching a range of unique flavoured gin liqueurs which form part of the company’s core range.  Flavours, including Mystical Unicorn, Parma Violet and Rhubarb & Ginger, are sold throughout the year exclusively in Home Bargains.

Additionally, we were tasked with making a lot of noise around the company’s range of limited-edition seasonal gin liqueurs.  Created for Halloween, Christmas and Valentine’s Day, flavours included Blood Orange, Snow Fairy and Raspberry & Rose!  Truly unique in the market, the range had the added attraction of shimmering when shaken. Who could resist!

We set about brainstorming how we could launch to the media, create a buzz and engage with influencers to maximise reach and awareness.

To kick start the social media channels, we needed to understand the Manchester Drinks audience and develop an online persona for the brand that would appeal.  After conducting audience research, we had a clear understanding of their likes and dislikes, and set about developing a creative style guide and photography brief to capture the different liqueurs and their seasonality.

We organised and directed a photoshoot to showcase the range of flavours to support the launch on social and PR, capturing eye-catching and fun themed shots of the products.

To launch the range of gin liqueurs, we reached out to our media contacts to secure new product profiles, jump on seasonal gifting opportunities and product round up features, all of which was hugely successful for each seasonal launch.

Paid social media advertising was set up to reach new users and spread awareness of Manchester Drinks on Instagram and Facebook. Organic content was created, tested and developed to keep users engaged, encouraging them to visit the Manchester Drinks website more regularly and share Manchester Drinks content with their own friends and family. During the launch of the Raspberry and Rose Valentine’s Day range, over 45,000 engagements were recorded.

As part of our social media activity, we also sent product gift sets to select lifestyle editors, influencers and celebrities to help the Manchester Drinks brand reach a wider audience. We targeted a mix of influencers including mummy bloggers, along with fashion and lifestyle influencers, who often host and promote pre-drinks parties. This activity also allowed us to share real life user generated content that we could utilise on the Manchester Drinks social channels to drive further engagement.

Success

Our gifting activity alone secured some fantastic results  – 2.3 million people were reached as a result of our celebrity and influencer activity, with mentions secured from many influencers including Love Island star Elma Pazar and Reality TV star Bobby Norris, who are huge fans of the brand!

Additionally, 24 pieces of media coverage were secured in national media titles read by the Manchester Drinks target audience such as The Sun, Daily Express, New!, Best and Pick Me Up.  All featured product images, proving the importance of securing good photography.

Each seasonal launch has attracted press and social media attention, helping to generate strong sales.  Client feedback has been hugely positive and our remit has been extended.

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