1. HENDRICK’S BEST PRACTICE UK 2011
Maintaining Executional Excellence,
whilst Expanding Reach & Reducing CPC
1st July 2011
15/05/07

2. THE BRIEF Expand Sampling Reach
In line with the Global strategy, Hendrick’s UK strategy in 2011 is focused on the two Consumer Goals of Recruitment of new consumers & Engagement with existing consumers
In developing an integrated plan for 2011 that delivered those goals, the UK agency was briefed to respond to the following challenges
Expand Sampling Reach
To achieve our volume aspirations, Hendrick’s needs to sample 80,000 consumers.
70% of these must be new to the brand to ensure that we drive recruitment
Reduce Cost per Contact whilst maintaining executional excellence
Reduce cost per contact to £2.50 across all activity
Develop a cost-effective press office that works alongside experiential to deliver image and quality messages
Recruit 10,000 people to our ‘Mildly Curious’ RM platform
Defined as those who have shared their details with us, liked us on facebook or follow us on Twitter

3. ---------------------------------
THE RESPONSE
The agency responded with a tiered experiential strategy – BIG, Medium & small events & partnerships – that has enabled us to expand our reach, whilst maintaining executional excellence and our guideline CPC
A traditional press office combined with new media like database eblasts, facebook and twitter has also enabled us to efficiently amplify these activities
BIG EVENT
Medium event
Medium event
small events
small events
small events
partnerships

4. TIERED EVENTS: FLEXIBLE RESPONSE
TIERED EVENTS: FLEXIBLE RESPONSE
With different scale events to suit different levels of investment, we were able to meet our objectives in a more flexible manner
SCALE OF EVENT
BRAND OBJECTIVES
BIG EVENT
TRIAL
Engagement (through RM)
Awareness
Build influencer network
Medium Event
Trial
Expand reach (multiple locations)
New news for social media
small events & partnerships

6. MECHANISM: BIG EVENT
We took the Hendrick’s Horseless Carriage of Curiousities to the Brighton Festival Fringe in May
3rd biggest fringe festival in the world, 100,000 visitors over the 3 weeks: a large pool of curious consumers to reach
We took over a space in the centre of town, with the Carriage, a Library in a vintage tent, and a Garden out front
This activity worked in two ways:
1. A LOCATION FOR SAMPLING & ENGAGEMENT
Actors handing out small H&T samples – with cucumber - to passers-by
People encouraged to take a seat in our Garden outside the Carriage
A ‘delightfully peculiar story’ (and their address) could be exchanged inside the Carriage for a larger H&T
Kiosk bar in the Garden selling H&T, Hendrick’s Buck & Hendrick’s Summer Punch to encourage people to stay and engage with the brand further
2. A VENUE FOR HOSTING EVENTS
HENDRICK’S HORSELESS CARRIAGE OF CURIOUSITIES was listed as one of the venues hosting literary events at the festival
On the Carriage and in the Library, we hosted 80 events over the 10 days
~1000 people attended the events – a mix of invited media, invited key accounts and consumers
Events were a mix of Damian Barr hosted events e.g. Literary Salon; Damian Barr curated events e.g. Magnus Volks; and Hendrick’s led events e.g. Gin in Literature & Quintessential Anthology of Gin, ‘Word Eating Dinner’

7. MECHANISM: RM
Pre-event we sent out an eblast to everyone on the Hendrick’s database within 100miles of the event to invite them to the Carriage and give them an opportunity to win tickets to a high-value event
At the event, consumers could exchange a ‘delightfully peculiar story’ along with their address for a larger H&T
Everyone who shared their address with us was sent a post-event eblast thanking them for coming and inviting them to join our Curiositorium
Those who signed up, received an RM gift pack in the post
The same mechanic ran at our Oxford Literary Event, and a similar mechanic is running at our Foodie events: ‘Guess the recipe of The Levitating Cake’

8. RESULTS: BIG EVENT TRIAL 35,485 people sampled
64% had never tried Hendrick’s before
ENGAGEMENT
4,243 people signed-up to our database
254 new Twitter followers
AWARENESS
43 piece of coverage, 40 media attendees  over 38 Million OTS with coverage in national print, tv and radio
BUILD INFLUENCER NETWORK
Damian Barr as curator, hosted events, invited key contacts and tweeted daily about Hendrick’s!
100 influencers from media and trade attended our launch party
Also,
25 innBrighton bars re-listed Hendrick’s
Waitrose Brighton sold-out
250 redemptions of a Complimentary H&T promotion we ran in 4 local bars
All Hendrick’s events sold out, and from the 80 events we generated £3,400 profit from ticket sales
£4,300 in bar sales

12. MECHANISM: Medium Event
We brought our Levitating Cake to the Bristol Foodie Festival in June
An established food and drink festival partner running events in key locations around the country: Bristol, London, Edinburgh
These events are a great opportunity to meet a large number of on-target consumers, all highly receptive to brand messages
At these events we deploy our Kiosk of Curiosities, The Amazing Levitating Cake, The Hendrick’s Bathtub and our wonderful actors who conduct the sampling outside and around the festival. Our unique assets generated great cut-through in a ‘brand-crowded’ space
Bottles of Hendrick’s are on sale with a free Field Guide for £24.50
Consumer are encouraged to ‘Guess the Weight of the Levitating Cake’ – sharing their creative guess and an address for a chance to win a bottle of Hendrick’s each day

13. RESULTS: Medium Event 71% of which had never tried Hendrick’s before
TRIAL
Exceeded targets by sampling 8,750 consumers over 3 days
ENGAGMENT
Exceeded targets, with 640 consumers providing their addresses through the ‘Guess the weight of the levitating cake’ mechanism
EXPAND REACH
71% of which had never tried Hendrick’s before
NEW NEWS FOR SOCIAL MEDIA
Pictures from event posted on facebook to UK followers
12 tweets sent from event

15. MECHANISM: small event
A strong relationship with Waitrose led to an opportunity to participate at their stand in Taste of London at a low cost
High-profile event in Regent’s Park with 50,000 attending over 4 days, 76% AB audience
As with our Foodie events, a great opportunity to meet a large number of on-target consumers, all highly receptive to brand messages
We brought our ‘cut-down’ Kiosk of Curiosities, and our curious Hendrick’s actors. Further leveraging our partnership with Waitrose, we developed a series of cocktails for their (paying) bar

16. RESULTS: small event TRIAL EXPAND REACH NEW NEWS FOR SOCIAL MEDIA
An incredible 15,540 consumers sampled over the 4 days
EXPAND REACH
76% of which had never tried Hendrick’s before
NEW NEWS FOR SOCIAL MEDIA
3 media contacts invited to the event (Esquire & GQ)
2 x daily tweets about Hendrick’s from Taste of London
Updates and photos posted on facebook to UK followers

17. BEST PRINCIPLES
Ambitious recruitment & CPC targets can be achieved through tiered-events
By generating a range of different experiential options of different sizes we have gained a flexibility that enables us to achieve our ambitious recruitment targets at large <-> small events in a cost-effective manner
Cut-through is key to driving awareness & reach
The Literary activation platform has proved to be a highly-differentiating for Hendrick’s. We have a unique opportunity to ‘own’ this space, giving us a disproportionate share of voice which helps to generate media coverage
Adding value for consumers & customers leads to new opportunities
Curation and creation of a mixture of original content at the Brighton Festival Fringe with Damian Barr gave our ‘Literary’ activation platform legitimacy, and allowed us to reach consumers and media that we wouldn’t have otherwise
Our uniquely curious assets are loved by consumers and customers alike. Waitrose asked for us to be at their stand (for free), and the draw of our stand at the Foodie Events means that we are given the best locations