Campaign: Cheers! Chin chin! Bottoms up!
Drive sales of a brand new product by securing listings from retailers and creating awareness and demand from consumers.
pieces of national and regional coverage
followers/fans attracted on social channels
engagement across social channels
people reached via launch activity
We created and implemented an integrated campaign encompassing traditional PR, social media, influencer engagement and paid social advertising.
We kicked off by ensuring retail trade buyers were aware of the new product. As well as a launch press release, we submitted copy and imagery for inclusion in new product sections and also secured commentary in features about the drinks market.
We then turned our attention to driving consumer awareness and demand.
A simple but effective press visit saw us meeting with key journalists at national and lifestyle publications including The Mirror, The Sun and Good to Know (all bang on target for the audience we needed to reach).
We provided them with everything they needed to know about the range, a goody bag of branded items and product samples for the all-important taste test.
Alongside this, we teamed-up with influential lifestyle and foodie bloggers to secure a host of posts, reviews and endorsements to keep momentum and awareness high.
We set up key social media brand profiles on Facebook, Instagram and Twitter with our key focus on growing an audience that loves that Friday Feeling and, of course, cocktails.
A paid social advertising budget was carefully managed to target consumers that we knew would be interested in the product. This activity helped unveil brand ambassadors who went on to drive conversation and spread the word.
Our launch campaign succeeded in raising awareness of the product and reached nearly 17 million people.
National media coverage alone reached over 8.79 million people, with pieces secured in a host of publications including Ok!, Pretty 52 and the Metro, while blogger, influencer and social media coverage reached over 7.9 million consumers.
Colourful, fun and relatable content – including a series of GIFS – created for social media went down really well, generating a stunning engagement rate of 13%, compared to a sector norm of between 1.5% and 2%.
Users tagged friends and family in posts, helping spread the word about the new range. Many even planned events around the cocktails, including tasting nights, parties and hen do’s.
Retail giant Tesco has reported consistently strong sales over the six months since launch and we have been retained to continue spreading the word about TGI Fridays Cocktails.