(lab_report // 2021)
Beefeater Gin / Pernod Ricard USA
//
Spirits
Beefeater Gin
Beefeater’s US account, built from the first thousand followers.
(protocols_deployed)
Social & Content Systems
Influencer Programs
Paid Social
Brand Campaigns
(01 / the_challenge)
Beefeater’s global Instagram had 65,000 followers. The new US account had about 1,000, and sponsored posts were earning likes without earning follows. Then the brand’s Drink With Your Eyes cocktail competition came up for a third round, after a second that had missed on reach and entries.
(02 / the_approach)
We took on US social in late 2018, introducing Beefeater Pink alongside the London Dry and building the account’s look, voice and calendar. To turn attention into follows, we gave people a reason: Galentine’s Day and Mother’s Day giveaways of custom Levi’s jackets made by It’s By Sam, where entrants and the friends they tagged both had to follow. For the Negroni Week round of Drink With Your Eyes, we cast seven creators across the US and UK, from cocktail names like Beautiful Booze and Moody Mixologist to accounts outside the category. We timed their posts for repeat exposure and pushed the contest past Instagram onto radio and their own sites.
(03 / the_work)
(04 / results)
491K
Reach, Negroni Week contest
367%
More entries than the prior round
528
New followers from two giveaways
The giveaways added 528 followers across two campaigns, growth of 20% and 12%, reaching 260,800 accounts with engagement on reach peaking at 17.01%. The Negroni Week round reached 491,000 people across 654,000 impressions and drew 66 entries, 367% more than the round before. We ran the account until August 2021, when Beefeater folded its US channel into the global one.
