Hendrick's Carnival of Knowledge

Steely Fox & W / Hendrick's Gin


Such was the success of Hendrick’s Carnival of Knowledge that it doubled the number of ‘brand loyalists’ in the UK. The activity, which incorporated 80 quirky knowledgeboosting events from May to October 2013, was also a key driver in an annual volume sales increase of 26%, in the absence of any above-the-line marketing for the brand. Meanwhile, using Hendrick’s’ owned social channels to distribute unique Carnival content resulted in more than 3,000 new Twitter followers, with the dedicated Carnival of Knowledge hashtag #HGCK reaching more than 944,000 Twitter accounts, generating in excess of three million impressions. The Carnival campaign itself generated £58,000 in revenue.

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