Influenc-gin with a purpose

Didsbury Gin returned its popular Manchester Tart flavour this Spring with a new charity partnership. For every bottle sold, £5 was donated to EMERGE 3Rs - a charity that aims to fight food waste and poverty in Greater Manchester. Our task was to make maximum noise for minimal budget.

Did you know there are nearly 9 million hashtags of #gin on Instagram? And according to Facebook data, 7 in 10 adults found a new beverage on the platform.
When it comes to launching a new booze product, we know how influential social media can be.

Tapping into our relationships and using tactical gifting, we enlisted the help of 12 celebrities and influencers, including Em Sheldon, Lydia Tomlinson, Nathan Massey and Shaun Ryder to help drive awareness. Nineteen posts featured across Instagram and Twitter, with a combined influencer count of nearly 7 million and 70% of the posts included back links to DidsburyGin.com

The campaign was bolstered with a national, regional, luxury and trade media sell-in, which secured a mix of product placement and news coverage, reaching a further 5 million readers/viewers. Highlights included The Grocer, Daily Star and an interview with the co-founder on Sky News’ Ian King Live.