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#Case “Distil No9”

Distyl No9 is the first and only vodka produced in a small batch, in Ukraine.

Promotion timeframe: July 2018-February 2019

Platforms:

Facebook: /distil.no.9.vodka.ukraine

Instagram: /distil.no9_ua

Followers FB: 2135

Targets:

  • Rise brand’s awareness, find new targeted followers
  • Enhance Distyl No9 recognition among Ukrainian bartenders, motivate them to collaborate with the brand and use it in their bars.
  • Boost organic reach and user’s engagement in general

Agenda:

  • Create personalized photo content
  • Launch of targeted advertising ( to achieve the main objective - rise brand’s awareness among Ukrainians)
  • Communication with customers (handling negative, prompt responses to comments and direct messages)
  • Generation of interesting mechanics for competitions
  • Attending various brand’s events to create stories and hold live translations

Realisation:

  • Created personalised photo content for Facebook and Instagram, used stop motion,
  • Experimented with TA: segmented it into bartenders, people, who make cocktails at home, travellers (Distil No9 Small Batch Vodka as a gift from Ukraine) and those, who just enjoy great alcohol.
  • Introduced permanent topics relevant for TA
  • Wrote brief and easy-to-follow texts, structured with Telegram-bot @Text4InstaBot and emojis).
  • Visited locations (bars/festivals) to hold live translations.
  • Socialised a lot with bartenders to immerse ourselves into bars’ atmosphere and to better understand the advantages of the product.
  • Hosted contests/ activations with interesting mechanics (for instance, give-away of 2 premium tickets to the Barometer festival for the best home-made cocktail on Distil No9 Small Batch Vodka)
  • Customised precise, detailed targeted advertising

Result:

  • Implemented a developed strategy on Facebook and Instagram
  • Boosted the number of followers to 2K (from 350)
  • Filled brand’s pages with unique content
  • Increased amount of user-generated content
  • Launched a special project Mixology wherein top Kyiv’s bartenders were making signature cocktails based on Distil No9 Small Batch Vodka.
  • Hosted a competition for 2 premium tickets to the Barometer festival with the participation of 24 bartenders all over Ukraine.

Performance figures:

Average reach FB: 190 000

Average reach Insta: 110 000

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