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

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

Events & Admin Assistant

The Drinks Business
London SE1, UK

Brand Manager - Key Wine Partners

MMI Dubai
Dubai - United Arab Emirates

Business Development Manager

Bashall Spirits
Lancashire, UK

Territory Manager - London​

Cadrona Distillery
London, UK

Business Development Manager

Lucozade Ribena Suntory
UK

Customer Marketing Manager

Bibendum
London NW1, UK

Export Assistant Co-ordinator - Maternity Cover

Speciality Drinks
Whitby Avenue, London NW10 7SF, UK

Customer Services Administrator - On Trade

Speciality Drinks
Whitby Avenue, London NW10 7SF, UK

Fruit Focus 2019

East Malling,United Kingdom
17th Jul 2019

International Bulk Wine and Spirits Show

San Francisco,USA
23rd Jul 2019

The Wine Show Chelsea 2019

London,United Kingdom
18th Oct 2019
Click to view more

The Global Riesling Masters 2018

View Results

Global Chardonnay Masters 2018

View Results

Click to view more