The Drinks Drop
PR
DIGITAL MARKETING
DATABASE BUILDING
EMAIL MARKETING
Inspired by the plight of bartenders in lockdown - and with a nation of punters missing their favourite cocktail bars - The Drinks Drop worked with prestigious bars and mixologists to create a cocktail delivery service. They employed redundant bar workers to deliver the cocktails to homes across London and Manchester. To this day they give profits back to the bars they work with.
When we first met The Drinks Drop team in March 2020, they needed a marketing solution to rapidly grow awareness of their brand.
The challenge
Before approaching us, The Drinks Drop had tried a pure PR strategy and gained a lot of recognition in the drinks industry. But they had limited traction in consumer circles - the most important people to reach for their new business to be a success.
31,000,000
Potential customers reached
24.95%
PPC conversion rate
“At the time we knew about Google Ads, Facebook Ads and other opportunities like email marketing but we didn’t really know how to make them work for us.”
The solution
Appetite in mainstream consumer media for The Drinks Drop story was strong. We believed that we’d be able to use lockdown to present home delivery cocktails as a way to celebrate weekends at home, send thoughtful gifts to friends and bringing life to Zoom parties.
To do this we put in place a simple integrated marketing strategy using consumer-focused PR supported by Google Ads. We also started building a commanding email database that could be sent well-rounded email newsletters designed for fans of cocktails.
“ When a clear plan to achieve objectives like subscriber growth and sales was put in place, we knew we were moving in the right direction.”
The outcome
We secured positive coverage in publications such as the ES magazine, Olive, The Daily Mail, Stylist, Hello! and Country & Townhouse to mention just a few…as well as gaining a 10/10 review from The Independent.
Our Google Ads, focused on a small number of researched keywords, took a majority of the impression share on searches, decreasing the cost per conversion to just £1.07 and increasing conversion rates to almost 25%.
By the end of lockdown, The Drinks Drop had amassed an impressive database and saw significant sales spikes in response to its email marketing.
Thanks to backlinks achieved through PR they were also appearing at the top of page one on Google for the best search terms.
Since then we’ve maintained The Drinks Drop’s presence in the media with new product launches, including a sharing cocktail box designed for parties and cocktail pack wedding invitations. Despite being born in the pandemic, The Drinks Drop has been able to successfully transition and find relevance in a very different market.