Drop8 realizes programmatic campaign for 9 Meadows

Drop8 has implemented the first programmatic cross-channel campaign for the Swiss start-up 9 Meadows. Dry January was the ideal time for this.

9 Meadows has five different non-alcoholic cocktail alternatives on offer. The ingredients are sourced locally from selected farmers in the Alpine region. A renewable circular economy in the value creation process is a major differentiator for 9 Meadows - and with every sale, the startup is working with "Freethebees" to combat bee mortality in Europe. In the context of growing trends towards a more conscious lifestyle and the increasing demand for high-quality alternatives to alcoholic beverages, the startup is now also strengthening its presence in digital communication. At the same time, as a start-up, 9 Meadows has limited resources for digital communication. This makes it all the more important to apply the most efficient strategy possible in order to address the target group precisely.

The aim of the campaign is to make the brand known to lovers of non-alcoholic cocktails and those who want to become one. Clicking on the ad takes users directly to the 9 Meadows online store, where the secondary goal is to generate orders for the product. A mix of display and native ads is used. Due to the fact that a lot of content on the topic of "Dry January" is published in January, contextual targeting is also used to offer readers of Dry January content in particular a suitable alcohol-free alternative. Another part of the campaign will be optimized for "web store orders". The use of first-party data will also contribute to this. The campaign is rounded off with placements on selected DOOH screens.

Armina Demon, co-founder and marketing manager at 9 Meadows, is satisfied: "Just under halfway through the campaign, we have already seen an increase in orders in the web store and an increase in interactions on our social media channels."