Gordon's: a creator programme built for the run-up to summer
How Vamp ran a 17-creator programme for Gordon's Pink and Premium Pink Gin & Soda ahead of summer, 1.9M potential reach and a 3% engagement rate.
Gordon’s positioned Gordon’s Pink and Premium Pink Gin & Soda as the drinks of the warmer months, through a coordinated programme of 17 creators that reached a potential 1.9M.
The result: 34 pieces of organic content that generated 60,000 likes and a 3% average engagement rate, all timed to the run-up to summer.
Key takeaways:
- Gordon’s wanted to drive awareness for Gordon’s Pink and Premium Pink Gin & Soda ahead of the warm-weather season.
- Vamp ran a creator programme of 17 voices, each placing the products inside genuine social occasions on Instagram.
- The programme was built as a coordinated roster, not a single hero post, many creators moving to one brief.
- It delivered 1.9M potential reach, 34 pieces of content, 60,000 likes and a 3% average engagement rate.
The challenge: how do you own a season before it arrives?
Summer is when pink gin sells. The harder question is the timing: a brand has to be in the conversation before the weather turns, so it’s already top of mind when people start planning what to drink. Gordon’s needed credible, organic visibility for Gordon’s Pink and Premium Pink Gin & Soda in that narrow run-up window, and it needed the products to feel native to the social occasions they belong in, not bolted onto them.
What we did
We built a programme rather than a campaign, a roster of 17 creators run as one coordinated effort.
A curated creator roster. We selected 17 creators whose Instagram content naturally featured drinks in social settings, so Gordon’s appeared where it made sense: in real moments, not staged ones.
Occasion-led content. Each creator showed Gordon’s Pink and Premium Pink Gin & Soda inside the kind of gathering audiences associate with warm weather, framing the products as the obvious choice for the season ahead.
One roster, one direction. Seventeen distinct voices, coordinated to a single brief and timeline, gave Gordon’s breadth of reach while keeping the message consistent across the programme.
The outcome
Run as a coordinated programme, the activation put Gordon’s in front of a potential 1.9M audience right when seasonal intent was building.
The content earned genuine engagement rather than passive exposure: 34 pieces drove 60,000 likes and a 3% average engagement rate, a strong organic result across a roster of this size.
Results
- Creators: 17
- Content: 34
- Likes: 60,000
- Potential reach: 1.9M
- Engagement rate: 3%
That’s the work we do. Vamp is a tech-enabled influencer marketing agency. We design creator-led programmes and run the operations behind them, so brands like Gordon’s get influence that performs in the moment that matters. Talk to us.