Aberlour: Growing global awareness and advocacy for the brand

We worked with Aberlour Single Malt Whisky on a social strategy to grow global awareness and advocacy for the Aberlour brand, which has a niche but loyal audience. Their challenge was a limited content bank and they were looking for a new digital content style to grow engagement.

Aberlour is a boutique single malt whisky. Distilled in Speyside against the dramatic backdrop of Ben Rinnes, Aberlour is a brand deeply rooted in the dedication to craft. Aberlour is part of the Pernod Ricard group, which has an extensive portfolio of alcohol brands including Beefeater Gin, Chivas Regal, Absolut Vodka and The Glenlivet, to name but a few. Since 2015 eight&four has worked across a range of the brands in the Pernod Ricard group in numerous ways, from on-going social media support and management to campaign-based strategic support.

Seek

Initial audits of existing channels and activity

Back in 2015, eight&four were briefed to develop a social strategy for Aberlour and take over on-going management of the brand’s social presence. As a niche single malt whisky, focus was on growing awareness and increasing engagement with the strategic target audience.

Speak

Dealing with a content challenge

With limited brand assets available, eight&four were challenged to find a new visual narrative that was both true to the Aberlour brand and relevant to different social media platforms. We developed a social strategy alongside a new digital style for social. Short-form video content was generated using existing assets, breathing new life into the creative.

Seed

Getting the content seen

Through the launch of new channels like Instagram, eight&four looked to tap into emerging social trends and customer behaviour within the alcohol industry, providing Aberlour with a platform to interact with key brand advocates and influencers in the sector.

To support social growth in key markets and increase awareness of, and engagement with, Aberlour’s Double Cask Matured expressions, we ran a Paid Media campaign with our new video creative – reaching over 1m new prospects, generating 11k new page fans and 50k+ video views.

This case study was first published on recommendedagencies.com on 01/08/2017.