Rooster was engaged by Protégé International to carry out a six-month PR & social media campaign to promote their range of premium Irish spirits, The Wild Geese Collection, focusing on a new vodka and gin. The campaign needed to communicate not only the drinks’ premium quality but also their Irish heritage and compelling brand story of ‘The Wild Geese’.
A detailed content calendar was produced with key events that would yield news hooks highlighted, for example Christmas, St. Patrick’s Day and St. Gobait’s Day. In the absence of a brand ambassador (due to budget restrictions), Rooster created a range of assets in-house that could be used in pitching stories to the press including a selection of original recipes for each brand and accompanying photography.
Each of the ‘new’ spirits was individually pitched to carefully selected media throughout the six months with coverage generated in target titles such as AMEX’s Centurion Magazine (228.6k quarterly circulation), The London Economic (75k MUUs) and Oracle of Time magazine (17k monthly circulation) – all in keeping with the brands’ ‘super premium’ positioning.
Awareness of the core portfolio of whiskeys was also driven through the targeting of influential reviewers not yet familiar with the brands, resulting in comprehensive reviews on the likes of Great Drams and Malt Review.
Rooster took over the day-to-day management of the ten Wild Geese social media channels – Facebook & Twitter – for the five drinks brands for the second half of the campaign, creating content with minimum budget using tools such as Canva. Social media activity also included working with and nurturing relationships with influencers and bloggers such as Angelica Malin of About Time (75,000 monthly users, across 123 countries and 55k social channel followers), Lucy Boler, aka, Food Goblin (38.3k followers) and the Sunday Mirror Notebook Magazine (8.2k followers).
In addition to the PR and social media activity, the Rooster team stepped in to vet and support the event sponsorship programme, managing and attending events to ensure maximum exposure from each and every bottle provided on a contra-deal basis.
To round off the six-month project on a high, Rooster secured two slots (out of five) within the Press Association’s St. Patrick’s Day drinks round-up with resultant coverage in over 30 regional titles including the Belfast Telegraph, East Anglian Daily Times, The Herald and South Wales Echo.