CASE STUDY
James Gin is a British gin brand founded by James May, built around humour, product quality and a strong sense of character.
We’ve worked with James Gin since the brand’s launch as their long-term communications partner - managing their social presence day-to-day and helping to shape how the brand is promoted across all platforms.
Our role as part of their team covers social strategy development and management, content creation, YouTube channel development and data analytics.
JAMES GIN
THE BRIEF
James Gin needed a social presence that reflected the brand’s unique personality - witty, understated and genuinely entertaining. What they emphatically didn’t want was a traditional alcohol marketing plan or content based on conventional marketing messages.
Our challenge was to build an engaged community around their brand’s tone of voice, keep content fresh and reactive, and support wider brand marketing activity across their global markets.
Launching into a crowded market (and a challenging sector), James Gin’s customers needed to discover the products through engaging stories. So we created content about how many bottles of James Gin you can fit in a Cybertruck, how to play chess while drinking it - or how gin can ruin a perfectly good serving of fish and chips.
What we haven’t talked about is flavour profiles or fabricated back stories. We (and James Gin) don’t believe that customers care about that sort of tired messaging any more (although many brands don’t seem to have noticed this yet).
As a result, James Gin is now the most followed gin brand in the world, with 1,761,845 followers.
By talking to James Gin’s audiences about what they’re interested in, they’ve become long-term fans, not just short-term customers.
OUR APPROACH
OUR WORK
