We used TGI to create an audience of ‘discerning spirit drinkers’ focusing on country of origin, novelty and quality.
For social media we used brand and media insight resulting in 16 carefully designed audiences.
The gin sector was very much on an upward trajectory and major players were driving category investment. Brand awareness of Chase was relatively low against competitors so we needed to achieve cut through to our target audience.
Identifying key media touchpoints for our audience we created a 360 degree strategy to meet the identified objectives across print, social, digital and cinema.
Social played an important part of the campaign where we ran event support, standard brand comms as well as retail promotion support. The key to our social presence was the opportunity to not only be part of the conversation but start the conversation around ‘Field to Bottle’ and Chase Distillery.
Retargeting was layered into the campaign to drive further down the conversion funnel and push sales.