Client: Ableforth’s Bathtub Gin

Task: Brand awareness generation and competition promotion – “Week Well Spent”

Campaign context: One week is the extra time spent by Ableforth;s to infuse Bathtub Gin with unique herbs and botanicals with give it a distinctive flavour. Ableforth’s wanted to highlight this key point of difference for the brand in the UK and Australia. The tactic of a competition based on the concept of a “Week Well Spent” had been selected. Acumen was briefed to select an appropriate publishing partner to activate the competition and generate entries in both territories, in addition to igniting brand awareness and consumer interaction with the brand, via the website in the first instance and ultimately through retail sales.

Challenge: to build brand familiarity and drive consideration and competition entries amongst gin aficionados.

Solution: a content partnership with Time Out in the UK, Brisbane and Sydney, to positively leverage the strong affinity between the socially gregarious audience of Time Out and Bathtub Gin target consumers, the Time pool of journalistic knowledge and understanding of their readers, plus the depth of audience available in terms of volume and quality via the Time Out digital network.

Compelling content was created by Time Out journalists, customised in terms of style, narrative and appeal, for each of the markets. The common thread was the “Week Well Spent” competition and social ignition targeting those interested in being out and about, enjoying themselves in many social settings.

Results: With guaranteed metrics for page views, dwell time and social ignition assets (traffic drivers) the Bathtub Gin “week Well Spent” proposition was visible across July 2019 to core good time audiences. The brand also benefited from associated earned media as a direct result of the paid media investment, driving prospecting enquiries through to the competition, brand website, and essential objective of the awareness and product understanding objective.

Almost 1400 competition entries were received and web visits representing a 200% uplift in the UK and 350% in Australia over immediately previous benchmarks were generated as a direct result of the campaign.

ABLEFORTH’S GIN ACROSS SOCIAL CHANNELS