Martin Miller's Gin, known for its award-winning quality and innovation, faces the challenge of being under-recognised in a crowded market. Despite its unique blend of Icelandic water and meticulous distillation, it struggled to gain the visibility it deserved.
Our challenge was to elevate its profile and position it as the top choice for discerning gin lovers.
Our objectives were to:
• Reach the target audience, driving engagement with online content.
• Improve sales in key retailers, driving shoppers to store.
• Achieve an average engagement rate of 2.5%.
Brand Storytelling: Leverage the unique story of Martin Miller's Gin—its use of Icelandic water and dedication to quality.
Strategic Collaborations: Partner with luxury bars that align with Martin Miller’s premium image to foster credibility.
Targeted Advertising: Use targeted social advertising to reach new customers.
We would create defined customer groups to target per product, personalising the content to engage them best. To stand out in the crowded social media sphere, we’d elevate the brand’s content to strengthen the relationship between Martin Millers and its customers.
We created unique target groups that focused on the brand's core demographic. Then, we conceptualised all content and the strategic calendar plan for the year to hit these target groups best. We also delivered in-person tasting events, hosting exclusive pop-ups in trendy bars to prove the brand’s credibility as a premium spirit.
We collaborated with renowned mixologists, gin experts and influencers throughout the year to showcase the brand’s uniqueness with coveted recipe ideas, tips and tricks.
To drive sales, we connected social media with retail shopping through a third party, such as Tesco and Waitrose. We furthered this by implementing mass sampling across retailers, including Tesco, JS, ASDA and Morrisons.
