Case study the macallan (digital)

The Macallancase study

client profile

The Macallan

The Macallan, the world’s most precious single malt whisky was first distilled in 1824 at its home on Easter Elchies Estate, Speyside.

The Macallan, produced in Speyside, is owned by The Edrington Group and distributed throughout the UK by Maxxium.

{Annabel Kohler}Marketing Innovation Manager, The Macallan

“We want to source brand advocates through social media platforms, reach out to new customers, and ensure recall of The Macallan brand at point of purchase.”

our brief

BIG actively manage the social media profiles for The Macallan in order to converse with and influence brand advocates on a global scale.

what we did

To generate further engagement with existing Facebook fans, and create opportunities to reach out to new fans, BIG designed a bespoke Facebook application.

They were the first whisky brand to create a virtual dram app to allow fans to select their favourite expression from The Macallan range and share it among their Facebook friends.

what we did

In the lead up to Christmas, BIG ran a Twitter competition as a way of thanking The Macallan’s dedicated followers by offering the chance to win branded merchandise.

To enter, followers simply re-tweeted a series of promotional tweets, which in turn raised awareness of our Twitter account and attracted a significant increase in new followers.

what we did

BIG amplifies the Brand’s photography platform across social media, including The Macallan Masters of Photography, strengthening The Macallan’s association in this field.

BIG ran a competition on photo-sharing application, Instagram, to engage with photo enthusiasts by asking them to submit a photograph of how they like to enjoy their dram.

end result

BIG has leveraged each social media profile and has grown the global Facebook audience to over 120,000 fans, with over 4,250 ‘virtual drams’ shared via the Facebook application.

The Instagram competition provided invaluable insight into how consumers enjoy The Macallan, fostering high engagement levels with over 3,000 blog post views and 2,300 ‘Likes’ on Facebook.

Promotional tweets from the Twitter campaign generated over 1.3m impressions, supporting exposure of the Twitter account and attracting over 2,000 new followers during the competition.

testimonial

{Annabel Kohler}Marketing Innovation Manager, The Macallan

“The BIG Partnership have a very structured and no nonsense approach to managing social media. They are able to pick up a brand’s DNA quickly and represent it as their own. The team has a sound technical knowledge and are a joy to work with”

Glasgow

The BIG Partnership5 Park Circus PlaceGlasgow G3 6AH

0141 333 9585

Edinburgh

The BIG Partnership4th Floor, Venue Studios21 Calton RoadEdinburgh, EH8 8DL

0131 557 5252

Aberdeen

The BIG Partnership11 Thistle PlaceAberdeen AB10 1UZ

01224 615000

Liverpool

The BIG PartnershipSuite 620, The Plaza100 Old Hall StreetLiverpool L3 9QJ

0151 600 5126

www.bigpartnership.co.uk [email protected]

Fife

The BIG Partnership36-40 High StreetKirkcaldy KY1 1LU

01592 643200