Innovative whisky subscription service Whisky Me came to ROAST seeking a digital partner to help them launch their digital media with a splash.
The client had two core campaign requirements: to create a multi-channel digital media plan to drive monthly subscription services, as well as creating a campaign to support their upcoming appearance on the BBC’s Dragon’s Den (aired on 13th May 2021).
ROAST created and delivered a full-funnel digital strategy for Whisky Me including multiple Paid Media channels (Paid Search, Facebook, Instagram, Twitter and Google Display).
Aware that the Dragon’s Den TV appearance would have a significant impact on brand search volume and brand interest, ROAST carefully distributed the budget to prioritise this key period. Facebook, Instagram, GDN and Twitter campaigns were launched one day before the show as the BBC released a teaser on their Facebook page, while on the day of the show (13th May 2021), new creatives were uploaded including images of the show and a 10% discount code. As a result, Whisky Me were able to leverage this key period of brand exposure to drive sales.
To increase brand exposure and allow users to take advantage of the temporary discount promotion, the existing budgets for Paid Search campaigns (always on), which included Brand and Generic keywords, were significantly increased.
Paid Social targeting varied by channel, including interest in whisky, retargeting and lookalike audiences on Facebook and GDN. Alongside this, ROAST targeted key audiences on Twitter including the Dragon’s followers, as well as conversations around whisky.
Sales increased by 2,124% on paid channels on the 7 days after (13/05 – 19/05) the show compared to 7 days prior to the show (06/05 – 12/05) (prior to the show the average daily subscriptions were 2 and after the show 54 on paid channels).
Paid Media represented 12% of the overall sales with a 9.38 ROAS.