First Dates, Lasting Results
The brief was simple: grow The Botanist's database. What followed was anything but ordinary.
How a cocktail, a TV partnership and a little paid media magic smashed 30,000 sign-ups in four weeks...
30,000 new database signups
1 million impressions
29,041 clicks
Tech used for better
The Botanist is one of the UK's most loved bar and restaurant brands - known for curious cocktails, live music and an atmosphere that's hard to replicate. So when New World Trading Company wanted to launch a brand new hero cocktail and grow their guest database in one move, they needed a campaign idea worthy of the brand.
Enter: the Flower Power 75. A floral twist on a French 75, created in partnership with Beefeater Gin and built to turn heads - visually stunning, effortlessly shareable, and designed to feel right at home on a First Dates table. That was the magic of this campaign. NWTC had secured a partnership with Channel 4's First Dates, with The Botanist Bath serving as a filming location. The prize? A romantic First Dates-inspired weekend in Bath, complete with dinner and a Beefeater tasting at the venue. EDGEY's job was to get that story in front of as many of the right people as possible - fast.
Working hand-in-hand with Access Group's Acteol CRM platform, we built a precision-targeted paid media campaign across Meta and Google. Acteol's Single Customer View gave us a powerful data foundation - we built a 1% lookalike audience modelled on NWTC's most engaged guests, layered with interest targeting around First Dates, romance content and date nights. The creative centred on the Flower Power 75, the Bath setting, and the irresistible prize mechanic. It was built to stop the scroll.
On just £3,500 in paid spend, the campaign delivered 1 million impressions, reached 360,000 people, and drove 29,041 clicks through to the sign-up form at an extraordinary £0.12 cost per click. The 20,000 sign-up target? Smashed. NWTC hit 30,000 new database entries in four weeks - three times their original goal - with Acteol's automated welcome journeys firing instantly to every new entrant.
The campaign was recognised across the industry, earning a shortlist nomination for Best Digital Engagement at the RMI Awards. And the Flower Power 75? It became The Botanist's second best-selling signature cocktail. Not a bad result for a night out in Bath.
"We smashed our target, hitting 30,000 sign-ups in four weeks. But we actually secured genuine customers who came into our venues and hopefully had a great time." - Kate Lister-Clancey, Marketing Director, The Botanist / NWTC
