Buckley’s Rye Whisky is named after William Buckley, a convict who absconded into the bush in 1803. Aged in charred new American oak, with rich vanilla and caramel notes, it had already won awards and a following in bars and bottle shops.
Online was another matter. The previous agency’s campaigns were losing money.
In July 2021, in the middle of a COVID-19 lockdown, Managing Partner Hugh Roxburgh asked Pulse to change that.
In spirits, prestige does a lot of the selling. Buckley’s had an Australian legend in its name and an American bottling behind it, and it had to earn that prestige online, one scroll at a time.
The target: double return on ad spend within the first month, with bars closed by lockdown.
A whisky named after an escaped convict has a better story than most. We built the creative strategy around it, with high-quality video and imagery that told the Buckley’s story rather than just showing the bottle.
Click-through rates rose clearly above previous periods once the new creative went live.
The work ran mainly through a specialised Facebook ads campaign, taking the Buckley’s story to potential buyers and sending them to buy online.
Buckley’s set out to double its return on ad spend. It went well past that.
Return on ad spend improved by 256% and the conversion rate by 224%. Ad click-through rates rose by 25%, and the brand’s fan base grew by 15%.
Want your ads to pay their way? Talk to Pulse.
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After experiencing a drop in website traffic due to increased competition and a lack of marketing focus, this client engaged Pulse Agency for support. Over five months, Nicolas developed and implemented a tailored strategy covering SEO, PPC, and social media. His proactive approach, ongoing optimisation, and dedication delivered strong results. Highly recommended for digital marketing expertise and commitment to success.
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CEO of Auscare Support - NDIS provider in NSW
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“I began working with Nicolas and Pulse Agency a few months ago. Pulse are managing the digital marketing for my brand, Vitajuwel, which is the leading European manufacturer of gem water products in the world. In a short time, there has been a huge improvement in the return on advertising dollars spent. I am most impressed with the knowledge and professionalism that Pulse displays and I would recommend them to others without hesitation. Ralph Silverman – Vitajuwel Australia”
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