Pickering’s Gin

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.

Our Work


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.

Our Results

During our 6 month partnership, we generated;






Of total traffic

In addition to this, the ads provided a wealth of engagement, with 213 comments and 173 shares that further extended reach.

Pilot Fish delivered us incredible results for our Black Friday and festive campaigns, with ROAS consistently over 5 for most campaigns and up to an incredible 14.8 for our abandon cart retargeting. Their team is responsive and helpful, making the whole process very easy for a small business like ours.
Leah Shaw Hawkins
Pickering's Gin
After meeting with Pilot Fish, we knew they were the team we’d been looking for! The best part about the partnership is that it is a collaboration, and we still have a lot of creative involvement, which was important to us.
Stefanie Bowles
Kick Ass Hostels
The work Pilot Fish has done for us with online marketing and social media has increased our online sales from almost zero to a point where many of our artists are making a very good income online. Their work has also increased our social media presence and following hugely, which we know we will benefit from for years to come. I can't recommend them highly enough!
Lynzi Leroy
Scottish Design Exchange
Pilot Fish could not have been better. We approached them to launch our product using paid advertising on Social Media, we were provided with clear advice on how to access our demographic and achieve our goals. Pilot Fish then enacted the campaign and managed it, along the way adding more creative. Their execution of the campaign meant we acheived over 1000 downloads on the product in a couple of weeks. We could not be happier with the results of the work and would happily reference them to anyone.
Adrian James
A dedicated and creative social-first team that works as an extension of our marketing department. PFM have been instrumental in helping us grow and develop our digital presence.
Jude Schweppe
Creative Director, Flowercard

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