Content Creation Agency

Social Media Marketing Agency

Influencer Marketing Agency

Old J

objectives

Old J – the iconic spiced rum brand – was looking for a communications partner to help build a sense of community and brand love, and support its headline listing in Morrisons.

With Smoking Gun’s wealth of experience in FMCG, we were the perfect candidate to catapult its growth. We needed to define the brand positioning, increase purchase consideration and awareness amongst relevant audiences, and drive engagement across social channels.

The result?

strategy

We developed a solid social media and content strategy to ensure all activity was structured, on-brand and working towards our objectives.

We developed a solid social media and content strategy to ensure all activity was structured, on-brand and working towards our objectives.

Content was given a new look and feel and we developed tone of voice guidelines, which in turn reinvigorated how we were communicating with our social audience – living the brand’s dry sense of humour and wit.

Video and photography needed a complete refresh, and we forged partnerships with audience-relevant brands and influencers.

Creative hero campaigns offered stand-out moments to dial up visibility and build the brand personality.

And with supporting the Morrisons listing high on our agenda, we developed target audiences and designed a series of paid ads to constantly test and learn across platforms.

execution

Highlight activity included…

A photoshoot with a difference – Old J isn’t afraid to push boundaries – and neither was our cocktail inspired photoshoot. Shot in a Hula Tiki Bar and featuring props from miniature dinosaurs to Batman, the shoot generated a bank of new photography and Reels for all channels that really stood the brand apart from its competitors

Collab with food influencer Fat Sam Eats – who created original recipes using Old J rum flavours. The campaign reached his highly engaged Instagram and TikTok audiences and became hero content for owned channels

Micro-influencer cocktail campaign – engaging Old J’s cult following and directing consumers to Morrisons

results

75 million

Reach (up 200% on previous six-month period, exceeding KPI by 34%)

280,000

engaged users (exceeding KPI by 2%)

4%

Sustained engagement rate (exceeding industry standard)

30,000

clicks to Morrisons’ website (exceeding KPI by 50%)

2,000

Added Instagram followers

Highlight activity included…

results

75 million

280,000

4%

30,000

2,000

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