In Summer 2019, AKQA Media were tasked with taking Four Pillars Gin to a wider audience than ever before.
Graffiti, a specialist experiential agency, have a 15-year history working in sports partnerships both on a national and international level. The catch? They had to do so without sacrificing the brand's craft heritage – so they focused on the brand’s key belief that the best way to drink a G&T is with Orange.
The mission then became to turn summer orange, converting the casual gin fan into a Four Pillars Gin drinker by emphasising the colourful tenet that sets them apart.
Starting with Four Pillars’ first-party data, AKQA Media used Facebook and Google’s ‘lookalike’ audience capability, overlaid it with interest targeting and created the most relevant, effective audience possible.
The campaign launched by flipping the traditional social ‘how-to video’ on its head, with absurdist hero video ‘The Equation’. The video drove immediate cut through amongst their carefully crafted audience.
We continued to drive brand preference with a series of evocative ‘brand story’ videos, connecting new audiences with the brand’s core values.
This integrated, audience-led strategy drove industry-leading lifts in brand, conversation, and ROI.
Nick ryan - Nick@switchedon.media
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