W Asia took an unknown craft-distiller and launched ‘Asia’s first crowd-funded gin campaign’.
Planning & Execution
To launch in a competitive market, on a very tight budget, W recommended that Paper Lantern brought out its first product via a crowd funding platform – with the belief that if we create an interesting enough story then people will want to buy the product, despite never having tried it.
Our team advised on all aspects of launching the Thai made gin, from photography to videography, brand messaging and the serve – enlisting a local mixologist to create a unique new ‘lighter’ way to drink gin - ‘Gin & Soda’.
A multi-channel PR campaign was developed, which included social media, influencer engagement and extensive media relations, and focused on the story of the founders, Simin & Rick Aymes, and the gin’s unique ingredients.
Effectiveness / Results
The American founders were featured in all Singapore major editorial outlets – including features in The Straits Times, Her World, Robb Report, Ex Pat Living, Lianhe Zao Bao, Timeout, SG and many more, and a social media influencer
campaign got the gin in the hands of over 30 of Singapore’s leading movers and shakers.
The campaign resulted in doubling our target of $15,000 in just five days, selling nearly $40,000 of gin in Singapore within a month. With the client not investing in any other form of marketing, figures can be attributed directly to W’s campaign –during delivery of the gin customers were asked how they found out about Paper Lantern.
Now 'Pozible’s largest Asian crowd funding campaign’, the Paper Lantern launch has resulted in the Sichuan Pepper gin being listed in leading bars across the city, including Proof, PS Café, Smoke & Mirrors, 28 Hong Kong Street and The Cufflink Club. Paper Lantern Distilling has also secured its first investor – providing funds to develop and bring to market its next product.