DB awards 2017: profiling the winners

Social Media Campaign of the Year

Winner:
Clarity Comms for #HotCraftSpirits

Embracing the power of Twitter, Clarity Communications devised an inventive campaign to find the UK’s favorite craft spirit in 2016, asking users to vote using the hashtag #hotcraftspirits, resulting in positive engagement with consumers while boosting conversations about artisan and craft spirits. Soon after its launch online retailer Dover31.com was recruited as a sponsor, agreeing to stock the eventual top 10 brands, increasing brand incentive to take part and increasing their visibility. The team used a leaderboard to drive competition among distillers and encourage them to increase their engagement with social media users, with many running their own competitions alongside the campaign, Twitter ads and using printed POS at events to boost their ratings within the #HotCraftSpirits campaign. Overall, the campaign exceeded its target of 10,000 votes, receiving 20,447 from social media users for 81 craft spirits. 65 distilleries actively supported the campaign with nine securing listings with 31Dover.com. The campaign reached 1.1 million consumers and achieved coverage in a number of trade press publications. Furthermore, the campaign was funded on just £700; £200 for hosting the website, £35 on registering domains, £250 on the trademark, £130 on a photoshoot and £80 on postage, proving what can be achieved with a minimal budget. Judges praised the campaign for exceeding expectations, over delivering on a small budget and creating a campaign with longevity that could be rerun over time. Indeed, Clarity has just launched its 2017 contest, aiming this time for 50,000 votes and involvement from 100 distillers.

Runner-up:
Richmond Towers for Franklin & Sons Tonic & Gin pairing masterclass on Twitter

Richmond Towers were this year’s runner up in the category for best social media campaign, for its work with Franklin & Sons mixers and an innovative ‘tonic and gin’ pairing masterclass hosted on Twitter. Executed in the run-up to Christmas, its aim was to educate influencers and inspire them to choose Franklin & Sons at during the festive period. Eleven “ginfluencers” were chosen to take part, with each receiving a hamper of mixers, gins, garnishes, a tasting mat, glasses and stirrers ahead of the live tasting and discussion, which was hosted by gin blogger and commentator Emma Stokes (@GinMonkeyUK). Within 30 minutes, #FranklinAndSons was trending in the UK. The judges praised the campaign for its execution and creativity, and careful recruitment of influential bloggers to drive its success.

Shortlisted:
ESOES Digital Solutions for International Sherry Week
Master of Malt for #WhiskySanta

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