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Strykk’ing paid search results with Inifnity Nation. 

What do you do when you are a successful, but relatively new player in the non-alcoholic drinks sector and the big boys start muscling in? This is what happened to STRYKK, when pandemic induced lockdowns sparked a surge in demand for non-alcoholic spirits. With challenges from the likes of Gordon’s and Sipsmith, STRYKK wanted to create

brand awareness and differentiate themselves. To maintain, then grow sales, it had to reach new audiences, sell more to existing customers, and explore new markets.

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32%BRAND REACH INCREASED

236%WEBSITE VISITS INCREASED

75%BASKET VISITS INCREASED IN 5 MONTHS

STRYKK

Bursting onto the online non-alcoholic spirits scene in 2020 with its strap-line “All the Spirit, None of The Alcohol™”, fledgling company STRYKK had a steady and growing following for its non-alcoholic drinks, and a strong retail presence in stores including Tesco. 

Its marketing message, far from being anti-alcohol, is all about balance – if you had a gin and tonic yesterday, why not have a NOT G*N and Tonic today?

Into this field stepped drinks like Gordon’s alcohol free gin and Sipsmith’s FreeGlider – companies with the scale and budgets to quickly deliver multiple products to attract new audiences.

With yo-yoing demand caused by the pandemic in 2021, was this going to be the biggest challenge yet for STRYKK founders Alex Carlton and Andrew King?

What was the objective?

1. Create brand awareness and differentiate themselves 

2. To maintain, then grow sales, it had to reach new audiences 

3. Sell more to existing customers, and explore new markets 

What was the challenge?

  • Increase brand awareness.
  • Compete with big alcohol brands, with theirsignificantly larger budgets.
  • Reach new audiences with the brand message‘choice and balance’
  • Support new campaign launches, keepingwithin budget.
  • Use learnings from other channels to develop PPC campaigns

The Solution

Our solution was to come up with a series of creative campaigns across paid media channels to create brand awareness and strengthen the brand.

This would give STRYKK a distinct and advantageous place in the non-alcohol spirit market, by increasing new online customer acquisition and retention, brand loyalty and advocacy.

We enthusiastically developed three campaigns using paid media as part of a programmatic strategy:

1.N*t Vanilla Vodka product launch campaign

STRYKK was launching Not Vanilla V*dka, a first of its kind product perfect for creating a non-alcoholic version of the UK’s top selling cocktail, the Pornstar Martini.

Creating campaigns across PPC, social and programmatic, we used slick ads in media rich video, GIF and image format, focusing on a cocktail/mocktail crowd via interests, groups and media they use.

As a new product, internet search volume on key terms like ‘non-alcoholic vanilla vodka’ was practically non-existent, so we tailored our approach by targeting terms like ‘ingredients for Pornstar Martini’, coupled with more direct ‘non-alcoholic vanilla vodka’ keywords. We ran a DSA campaign in tandem to pick up on niche search terms to broaden the reach of the brand awareness side of the campaign.

2.Sky AdSmart TV Advert

To support the promotion of STRYKK to existing Tesco customers to increase in-store purchases, we utilised programmatic and PPC to remarket STRYKK to customers.

Working in collaboration with customer data science experts Dunhumby, we used video and display ads to target Tesco customers who had viewed the Sky TV advert, along with LLA Tesco customers.

3.Movember Charitable Giving Campaign–Raising awareness of mental health among men.

STRYKK is an official partner for Movember and in keeping with this, STRYKK wanted to run a Movember Campaign encouraging men to go on a ‘man-date’ and ‘STRYKK’ up a conversation. To support this, we used programmatic and PPC concurrently across targeted audiences, with strong key messaging and campaign creativity through rich media, including video, GIFs, images and social media filters.

The key objective for the Man-Date campaign was to encourage donations on a microsite, which offered the chance to win VIP tickets to Ibiza

The particular challenge here is PPC is restricted due to Google Ads strict rules on gambling, so we had to get creative. We used search and display PPC formats/strategies which were complemented by programmatic campaigns with a clear CTA across native and display ads. 

It was important to work in partnership with the official Movember charity, and not pull attention away from it, so we had to be creative with targeting and keywords and not bid directly on ‘Movember’ as a search term. 

236%

New Site Visitors Up

“Infinity Nation truly do approach the client / agency relationship as a partnership – the rapidly changing marketplace for STRYKK has required a number of strategic adjustments which they have taken in their stride, quickly and effectively seeking out new paid media opportunities to support our challenges. It really is always a pleasure working with this fantastic team.” 

 

Stephanie Foxley Digital Lead | STRYKK

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