Mission
-
Hendrick’s Gin (HG) appointed a customer experience agency that saw an opportunity to create national buzz by growing a world-first ‘Unusually Australian Cucumber’ to be served with the most unusual gin, with the public voting on ingredients hosted on the HG Facebook page driving the campaign.
-
Agent99 was challenged with amplifying the campaign beyond both sponsored and organic social media reach.
Solution
-
Agent99 created a strategic plan to amplify each stage of the unique campaign.
-
A major contra prize competition with media partner Concrete Playground was rolled out to support the voting stage.
-
An announcement was made to media revealing the launch as well as the unique ingredients open to public voting on Facebook.
-
An extensive influencer strategy was implemented to encourage social engagement.
-
Agent99 fashioned and pitched creative angles, including ’10 things you didn’t know about the humble cucumber’, as well as seeding cocktail recipes.
-
130-guest ‘cucumber reveal party’ was hosted at Elizabeth Bay House for media/influencers and VIPs who were treated to signature cucumber cocktails, cucumber tealeaf readings, cucumber Messina and cucumber hand massages.
-
A #HendricksCucumber Instagram competition on the night garnered extensive live social media coverage.
Results
-
The event generated 200 posts in 2 hours for #HenrdicksCucumber
-
Outstanding traditional/digital/influencer coverage – 170+ pieces in outlets including Sydney Morning Herald, news.com.au and KIIS FM, reaching 23 million+ against a KPI of 50 pieces and 400k reach.
-
Social media reach of 850k+, 26% growth of HG Facebook community.
-
Online pieces including link to site/Facebook page – 80% against a KPI of 50%.
