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Our challenge was clear - craft an online campaign for the much-loved Hendrick's brand - one benefitting of its peculiar past and its dedicated drinks while sparking sales and awareness within the saturated gin market.
Our strategy was simple, but effective. Identify and recruit key social influencers into the Hendrick’s Curiositorium social program. Inspire this group to spread the Hendrick’s word. Ultimately leading to advocacy based acquisition.
Our answer came in the shape of:
The Curiositorium - a site painstakingly hand-crafted to mimic the small batch craft of the gin. An experience where visitors encounter elaborate illustrations and animations that serve to entertain, promote and bring to life the promise that it is "a most unusual gin" and "not for everyone".
The Unusual Times - a blog to share unusual things befitting the brand and providing ongoing interest to the Hendrick's drinker.
And a carefully constructed CRM campaign that played out in social media and engaged the specific audience; to move them from Mildly Curious to the Wildly Curious category within the Hendrick's world.
The launch of the Curiositorium attracted tens of thousands of new consumers to the brand’s CRM program, as the campaign helped Hendrick’s Gin make significant market share gains in key areas.