Our relationship started with an existing connection. Having worked with Visualsoft at another retail business, a member of the James Gin team approached us for help with a technical tracking issue. That conversation soon became a wider discussion about growth.
Traffic and sales were closely linked to James’s content and promotional activity. His videos and social posts generated interest, but the team wanted more consistent ways to attract customers alongside that activity.
Paid marketing was already in place. Dedicated internal SEO expertise was not. James Gin needed a partner to turn its organic search ambitions into a structured plan.
Understanding the people behind the searches
Our proposal centred on three audiences: gin enthusiasts, gift buyers and James May fans.
Each had different motivations. Enthusiasts wanted to explore flavours and production. Gift buyers needed inspiration and reasons to choose a bottle. Fans already had a connection with James.
We used audience research and search data to map those interests to content opportunities, showing who we would target, why they mattered and what we would create.
The strategy also looked beyond searches directly related to James Gin, identifying opportunities to reach customers earlier in their buying journey. Content would educate, intrigue and demonstrate the expertise behind the products, building interest in the gin itself, not just the famous face behind it.
That was a key reason James Gin chose Visualsoft. The proposal demonstrated an understanding of its customers and gave the team concrete examples of how the strategy would work.
The creative thinking mattered too. Each content idea had a purpose, connecting the brand’s distinctive products with the interests of potential buyers.
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