Growing global awareness and advocacy for the Aberlour brand
Project Date: August 2017
Increase of Instagram engagement from 4.5 likes per post to +350 per post
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.
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.
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.
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.
Positive outcomes with both the Chivas and Aberlour Whisky brands led to our being awarded the social media contract for another of Pernod Ricard’s famous whiskies – Royal Salute.