Introduction

In July 2021 Hugh Roxburgh, Managing Partner of Buckley’s Rye Whiskey, asked Pulse to think of a campaign to promote Buckley’s Rye Whisky. Buckley’s Rye Whisky is aged in charred new American oak barrels and has rich vanilla and caramel notes and is named after the story of William Buckley, a convict who absconded to the bushland in 1803.

The product, an award-winning whiskey made from rye and well-received on bars and bottle shops, still did not have a solid eCommerce and brand strategy for the end consumer.

The Challenge

 

Pulse Agency needed to figure out how to sell a whiskey whose brand refers to an Australian character when it has been bottled in America. In this industry, prestige plays an important role so this was a major consideration. 

We aimed to double ROAS (Return on Advertising Spend) in one month. 

The previous agency did not have great results, and the company was losing money instead of making it. Buckley’s first goal was to double in the first month.

Our final challenge was to achieve both these goals during a Covid lockdown.

 

 

 

The Solution

 

We developed a creative strategy, using quality visual assets, excellent videos, and images that were able to effectively tell the story of Buckley’s Rye Whisky. The reception of these creative pieces was very positive, clearly showing a big improvement in click-through rates compared to previous periods.

 

 

Results

 

Pulse managed to accomplish and exceed Buckley’s goals, getting a much better conversion rate performance and improving the company’s fan base and click-through rates in numbers above 15%.

This was accomplished mainly through a specialised Facebook ads campaign.

Conversion rate improvements: + 224%
ROAS improvement: + 256 %
Ads CTR improvements: + 25 %
Fan base improvement: + 15 %
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