How we optimised Edrington UK's campaign performance for the launch of Strawberry Sourz

We worked with Edrington UK to help optimise the offline sales performance at the launch of the new strawberry flavour for Sourz. The goal was to drive sales while also delivering consumer #insights to better understand buyer behaviour.

To achieve this, we began by analysing Sourz #brand assets to draw up hypotheses which we then tested with multiple automated ads. On Facebook and Instagram, our ads aimed to drive awareness and consideration. We looked into what drove better brand association and what type of messaging was the most effective with the Sourz target audience.

We also continually optimised the ads based on feedback from consumers, to avoid fatigue and continue improving.

The result?

Strawberry Sourz sales volume increased by 86% as a result of our #campaign, also delivering a halo of 177% volume increase across the Sourz range.

As for awareness, ad recall lift was 104.25% higher than anticipated on all social channels. We delivered five times more link clicks than the target and beat the benchmark on click through rates, too.

Here's what the client had to say:

You can read more about this case study and see some of the ads here.

Check out more of our work here.