(lab_report // 2019)
Plymouth Gin / Pernod Ricard USA
//
Spirits
Plymouth Gin
A heritage gin, rebuilt on Instagram with the bartenders who already loved it.
(protocols_deployed)
Social & Content Systems
Community Management
Product Photography
Trade Relevancy
(01 / the_challenge)
Plymouth was a bartender’s gin with a feed that didn’t look like one. Content came from one-off shoots and events, the look changed from post to post, and the US Instagram didn’t match the reputation the brand had behind the bar.
(02 / the_approach)
We took over US social in October 2017, with every frame shot in-house. We archived the old grid and rebuilt it in one consistent style. Then we went where the brand already had friends. In the first three days, outreach to the trade brought in 331 new followers, PDT’s head bartender and Pegu Club among them, and one reply to a consumer ended with Audrey Saunders reposting us on Pegu Club’s account. With Plymouth’s global ambassador team we shot working bartenders and their serves across the US and the UK, and the trade became the content.
(03 / the_work)
(04 / results)
7.5M
Impressions across three channels
182.7K
Engagements
~300
Images, every one shot in-house
Twenty months produced 7.5 million impressions and 182,700 engagements across three channels, with 11,200 link clicks. The account earned its blue verification check, Instagram grew from 27,841 followers to 34,700, and the brand kept a library of nearly 300 consistent images. The client who brought us to Plymouth brought us to Wolves Whiskey too.
