Hendrick’s Gin
Unusually Australian Cucumber

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%.
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