A gin from the heart of Edinburgh needs an agency from the heart of Edinburgh. During the COVID-19 lockdown, this multi-award-winning gin distiller contacted us with the ambition of growing their online sales during a time of increased uncertainty in the offline market. So, that’s exactly what we did.
After the devastating effect of lockdown on their trade sales, Pickering’s Gin were looking to move their marketing focus to online sales through their website shop but were struggling to sustain consistent sales in-house using Facebook Ads.
We were tasked with creating an evergreen campaign that consistently achieved quality traffic, engagement and, most importantly, online sales.
Using a funnel structure, we initially tested various cold audiences to see which users resonated most with their products. We blended this with a number of retargeting techniques to re-engage website visitors, video viewers, social engagers, email subscribers and past purchasers and push them closer to transaction. We also provided a valuable offer to those who had added to cart but did not purchase to increase conversion rate at the very bottom of the funnel.
Being data driven, we used the client’s existing data to create and test various lookalike audiences to assist matching the profile of previous customers. We also set-up and used the Facebook Catalogue to leverage automated retargeting of relevant products to interested users.
In the first two months of paid activity, we achieved:
In addition to this, the ads provided a wealth of engagement, with 213 comments and 173 shares that further extended reach.