Overview

In the run up to New Year’s Eve 2020, in the height of lockdown, we wanted to show how Whitley Neill London Dry Gin was the go-to drink for the big night in. Supporting the newly launched advertising creative, the aim was to show that with Whitley Neill Gin, you don’t need to go out, to get your glam on. 

Challenge

During lockdown alcohol brands were fighting for their place in the spotlight and never more so than on New Year's Eve. There was no going out this year, everyone had to celebrate the new year at home, so it meant getting creative in order to cut through the noise.  

Our brief was to support and amplify the Whitley Neill Gin advertising campaign through social media and influencer marketing over the festive period.   

The hero image of the creative was two women sitting at a bar ordering Whitley Neill G&T’s. They were dressed up in little black dresses…… 

The campaign

Taking inspiration from the hero image and the two women at the bar, we decided to bring this picture to life and based the campaign around the LBD (little black dress), essentially telling the influencers LBD stories through a reels campaign. 

In a time where trackies and trainers were the uniform of the day, Whitley Neill Gin set about reminding people that you don’t have to go out to get your glam on.   

We collaborated with four Instagram influencers to show Whitley Neill Gin as a ‘go to’ to get them ready for an exciting night in. The brief was simple, transform from chilling at home in your pj’s to fully glammed up in a LBD after pouring a glass of WNG G&T. 

All four videos followed the same theme and went live at the same time on 29th December – after the Christmas hype was over and ahead of the big night in. 

During this time, the above the line campaign was fully rolling out too, completing the marketing mix.  

Results

This was a simple campaign, creatively delivered and totally on brief. In a two week period it achieved a reach of over 600k, with 92k video views and 11k engagements.   

The campaign drove increased brand engagement with a 9% increase in followers to the Whitley Neill social channels and 188k link clicks to the Whitley Neill site off the back of the campaign.