In a period of only 30 days, After Digital’s marketing team secured over 1K high-value subscribers to the distillery’s mailing list. At the time of the campaign, Ellers Farm was a completely new brand with not even a physical distillery to their name. This meant they had very limited visuals and assets to use as well as no following or market share. The campaign goal was to raise awareness of the new eco-friendly distillery brand so that they could generate a retargetable audience to encourage action from in the future.
It’s extremely difficult to build trust with customers when they have no awareness of a brand. Nevertheless, After Digital took on the challenge and harnessed the power of paid social media to turn a newcomer brand with no audience into a local favourite. They used promoted video content across Instagram and Facebook to generate brand awareness and a retargetable audience. Noting that they needed valuable leads, they promised users that Ellers Farm Distillery, in partnership with Ecologi, would plant a tree in each subscribers’ name to encourage commitment. This raised awareness for the brand, built a warm audience for the future, and resulted in a mass of leads to the subscriber list; without resorting to a giveaway or competition to secure leads. Instead, they focused on appealing to an audience with similar values as the distillery, securing an audience who was genuinely interested in the progress of the distillery.
Not only did they surpass their subscriber goal in only 1 month, they also secured
an average subscriber drop-off rate of just 0.67% after the campaign’s end. Meaning very few unsubscribed after the initial sign-up.
This campaign helped to support the distillery in their more recent wins. Since the campaign’s ending, Ellers Farm has launched a new website, is set to launch their own brand, aren’t far from completing their distillery build, are Pending B Corp® and have tripled the size of their original team. Ellers Farm is also still planting trees, with over 3.1K trees planted and offsetting over 160.9 tonnes of CO2e.
“The AD team has been awesome, in particular their data-driven approach to driving performance.”
-Gee Lilwal, Head of Marketing, Ellers Farm Distillery
Congratulations to the After Digital Marketing team for their nomination and kudos to Ellers Farm Distillery’s hard work in making so much progress as a company in such a short amount of time.
After Digital Website: https://www.afterdigital.co.uk/