Case study
Patron — Expresso Society
“You guys are the f**king best”
Laura Thompson
Brand Manager, Patron
Campaign objectives

 Drive association
Increase both trade and consumer association of Patron XO with Espresso Martinis.

 Improve on-premise presence
Create a network of on-premise venues that include Patron XO in their preferred Espresso Martini serve.

 Trial and visitation
Drive consumer footfall into participating venues, through Time Out promotions.

The idea
Our core solution focussed on the creation of engaging content which would align Patron XO with Australia’s most ordered cocktail [2016], the Espresso Martini. This Time Out content-led campaign would encourage consumers to get involved in the Patron’s Expresso Society [sic] through trial of a Patron Espresso Martini at participating venues. We would then reinforce the association and product trial by encouraging consumers to create the drink at home, through a simple recipe video.
Campaign execution
We designed at 360° campaign, to engage Time Out readers across all their devices, and surround them with Patron XO’s brand story
Bespoke Hub-creation
Time Out created Patron XO content which was housed within a dedicated Patron hub on the Time Out site. This included the Expresso Society’s key on-premise partners and associated brand messaging. The content was then pulled out into smaller subsections, to appeal to different interest groups, and prevent too much repetition – so readers would have a reason to engage with the campaign multiple times. Content included:

  1. Venues putting a twist on the Espresso Martini this winter – list of all drinks within the programme
  2. Where to drink Espresso Martinis with a view
  3. Where to end your evening with an Espresso Martini nightcap
  4. A bluffer’s guide to winter tastings – highlighting how to taste high quality tequila, coffee, chocolate and dark beer
  5. How to make an Espresso Martini recipe video

Solus newsletters
The campaign kicked off with solus newsletter promotion, delivered to Time Out’s 90,000+ food and drink obsessed weekly newsletter subscribers, ensuring venues housing Patron cocktails were promoted with 100 per cent share of voice.
Social drivers
This campaign was optimised for social reach. We used both written and video content to seed Patron’s Expresso Society to both Time Out users, and people with similar interests, demographics and behavior patterns.
Time Out competitions
We used competitions to encourage consumer discussion and trial of the Expresso Society cocktails. Two lucky winners received a bar tab at their favourite Expresso Society venue.
Digital takeovers
High impact takeovers which were strategically targeted across desktop and mobile sites.
Print inclusion
Print ads in our July and August issues targeted our most engaged and affluent readers.
Premium newsletter tiles
Venues and Patron Cocktails were promoted through our popular weekly and monthly newsletters during the 6-week campaign.
Custom video content
We took an atomised approach to distributing this branded video, maximising reach across Facebook and Instagram, while also housing the video on our website for ease of rediscovery:
How we worked
By involving Time Out from the outset, Patron were able to showcase to venues early on the benefits of being involved in the Expresso Society and the level of media coverage they would receive throughout. Time Out supported Patron during this process and called upon a few industry friends who were wanting to get involved, this resulted in a great mix of bars and restaurants being part of the programme.

Venues received the a co-branded sales deck to demonstrate how they can get involved along with the media benefits and inclusions. Preview the deck here

Campaign results
On-Premise
The campaign resulted in 9 new on-premise accounts for Patron, plus an additional 9 existing Patron venue partners signed up to include Patron XO Cafe in their preferred Espresso Martini serve, throughout the period.
Online
2,000,000+ impressions
across our site and social media.
6,500+ likes,
comments and shares across social.

Social
Time Out ran three Facebook-led social campaigns, with each tracking the following: Link clicks to the three Patron sponsored content pieces: winter Espresso Martinis, Espresso Martini for dessert, and Espresso Martinis with a viewVideo views to the ‘How to make an Espresso Martini’ video; Conversions to the Patron competition.

Link clicks
The sponsored content pieces performed well on social (both Facebook and Instagram) and got very low cost per link clicks. It was clear Time Out readers engaged with the strong imagery and engaging copy as well as the content pieces itself as evidenced by the high number of post reactions, shares and comments. The campaign content received over 1 million impressions on social, in total.

Video views
The video posted on Facebook and Instagram did similarly well. As with the content pieces, many readers were mobilised to share and comment on the video. The video content received over 660,000 impressions in total.

Time Out says…

The Patron strategy for this campaign aligned perfectly with Time Out in helping us to inspire our audience to get out during winter and sample Espresso Martinis curated especially with Patron XO in mind. It tapped directly into the interests of our audience and allowed us to demonstrate the ways in which we utilise our venue relationships and getting them on-board with a consumer brand promotion.

We were delighted to see the level of engagement across our digital and social platforms and experience a well rounded brand promotion as a result.

We look forward to rolling this out again next year across Australia.