Combined Social media reach
Total pieces of PR coverage secured
Purveyors of premium gin for over 150 years, Hayman’s of London appointed Spider to support the brand relaunch and the opening of its band new distillery. Being in the very crowded gin market, the challenge was to increase share of voice on social media whilst maintaining Hayman’s position as champions of ‘True English Gin’.
Using a combination of hyper targeted PR and social advertising, social listening and influencer marketing, The Agency encouraged city dwellers from all corners of the capital to experience the first ever gin-themed pop-up cinema in a working distillery.
With an ambitious hit list of media titles and with so much other compelling activity for the media to choose from, the Spider team had to convert journalists into serious fans who would be excited by the Hayman’s proposition!
The Agency delivered on its guarantee to generate rafts of coverage which drove ticket sales for tours and special events at the distillery but also achieved volumes of Hayman’s Gin PR coverage for the new pack designs – a particularly tough challenge with no new products to promote
Spider – was just the tonic the brand needed