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The Challenge
Craft an online home for the much-loved Hendrick's brand - one benefiting of its peculiar past and its dedicated drinks while sparking sales and awareness within the saturated gin market.
The Work
The Curiositorium: a site painstakingly hand-crafted to mimic the small batch craft of the gin. Throughout the site visitors encounter elaborate illustrations and animations that serve to entertain, promote and bring to life the promise that it is "a most unusual gin" and "not for everyone".
The Outcome
The Curiositorium was as lauded in niche digital circles as it was by consumers. We maximized buzz around the launch via a short but powerful burst of activity across social media, ePR and outdoor channels.
The number of consumers within the Curiositorium CRM program went from 0 to 44k, of which 4k can be regarded as brand advocates and Hendrick's gained 13% market share in key markets as a result of the effort.