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MANGROVE UK

Client: Mangrove UK

Discipline: Corporate Marketing, Social Media, B2B  

Brief

Premium spirits importer and distributor, Mangrove UK, which manages over 20 global premium spirits brands, approached us in Autumn 2018 for support with corporate marketing and PR. Mangrove’s MD, Nick Gillett, wanted to raise the corporate profile of the organisation amongst both the on / off trade press, spirits buyers and spirits brands.

Approach

We developed a 12-month activity plan focusing on key media, speaking events and social media opportunities, prioritised by reach with Mangrove’s target audiences. The plan captured key forward feature opportunities where we could submit thought-leadership comments into relevant spirits category trade features. We worked with Nick to create a series of topical blogs to highlight his industry knowledge and expertise, as well as taking on proactive management of his social media. In addition, we undertook a full social media audit of the business and developed a social media strategy. We also provided PR support to deliver a planned series of news announcements around new brands, annual results and staff appointments to create a drip feed of regular coverage.

Results

Nick’s LinkedIn following has increased by 37% in eight months, with significantly higher engagement and followers. Over 25 trade press articles have included comment about Mangrove’s views and activities. A consumer launch PR campaign for one of Mangrove’s brands, FAIR, has generated a readership of nearly 1.5 million. Speaking slots have been successfully negotiated at two key industry events.