Edrington UK Selects Tiger Pistol for Brand Control and Advanced Analytics
Activation strategy connects ad performance and order volume with local social advertising for the international, multi-brand spirits company.
Tiger Pistol, the leading collaborative advertising platform that delivers local activation at scale, has announced today a new partnership in the United Kingdom with Edrington UK, the sales, marketing and distribution business of Edrington, in support of leading spirits like The Macallan, Maker’s Mark and Roku Gin.
“Tiger Pistol enables us to get closer to our consumers to help drive footfall into venues across the UK, at a time when the trade needs support,” said Alice Buchanan, Digital Customer Activation Manager, Edrington UK. “We also now have the ability to tie ad performance to bookings and order volume with our UK customers, so we can quantify the efficacy of our marketing spend.”
Tiger Pistol’s Collaborative Advertising Platform™ enables Edrington UK to deploy localized social advertising campaigns across the UK market, promoting their brands through the local Facebook Business Pages of on-premise pub partner, All Bar One, a leading high-street National Multiple Operator fascia in the UK owned by Mitchells and Butlers. With localized Facebook and Instagram ads focused on product releases and drink specials, Edrington UK drives increased footfall and sales uplift for each All Bar One location. Tiger Pistol’s platform is built to activate customers locally with location-based ads that maintain the brand’s consistency and integrity, without sacrificing performance.
“With Tiger Pistol, we’ve achieved our goal of brand control at scale,” said Buchanan. “We simply choose the ads we want to run for all or any locations and publish on behalf of our partners. Tiger Pistol not only removes the arduous task of localization, but also provides a vehicle to significantly contribute to our partners’ success.”
“On-premise and off-premise partners are the lifeblood of beverage businesses. By providing social advertising campaigns that drive traffic directly to their partners, Tiger Pistol enables Edrington UK to invest in these vital relationships at scale,” said Paul Elliott, CEO, Tiger Pistol.