In such a competitive market and with so many new brands, we wanted to see which of them were getting cut-through. #HotCraftSpirits was born.
To gauge the popularity of brands, we created a mechanic where consumers voted for their favourite craft spirits. The results were tracked and published on a live social media leader board.
We used Pulsar social media monitoring software to count votes and utilised their API to pull these into the Hot Craft Spirits website. We encouraged distilleries to register online in order to participate in the campaign. Those who did received the campaign logos to use across their social and digital channels.
As soon as we launched, we were approached by retailer 31Dover.com who become a sponsor. Their support included stocking for the top 10 voted spirits which became a huge incentive for brands to take part.