DEWAR'S ABERFELDY A unique paid media campaign for a unique whisky
The brief
They say good things come to those who wait and the Aberfeldy 40 Year old whisky is certainly no exception.
The Aberfeldy 40 Year old is a very rare whisky with an understandably high price point. As a result, sales were slow, with longer lead times and a lower conversion rate than products at lower price points.
When Dewar's approached us they were struggling to raise awareness through their current paid media campaigns and needed a fresh approach, both visually and strategically.
Services provided
- Design & Illustration
- Digital strategy
- Pay-Per-Click (PPC)
- Social media marketing
Project team
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Karina WallerSenior Project Partner -
Tara WilsonBrand and Digital Creative -
Andre WilkinsonSenior Performance Specialist
The challenge
Increase brand awareness
Rare whiskys tend to be relatively unknown outside very small whisky circles, so the aim was to increase our targeting
Increase website traffic
To drive more, yet relevant, targeted traffic to their website
Increase bottle sales
To move users through the website journey, resulting in an increase in conversions
Decrease lead times
As a whisky with a high price point, lead times to sales tend to be fairly long, so the goal was to reduce this timeframe
The solution
Part of the challenge was that high end whisky audiences are small and difficult to target as they tend to overlap with all whisky drinkers.
That meant that success was primarily about having the ability to target audiences more granularly so that we could essentially separate the high end whisky audience from the general whisky and alcoholic beverages affinity groups.
Ignoring Meta!
Ignoring existing whisky audiences as defined and provided by Meta and refining our audience by targeting the upper age bracket available to us
Creating affilation audiences
Targeting users with an affinity to luxury brands (such as cars, watches etc), high end whiskys, as well as prestigious social events
Creating eye-catching visuals
To design a set of stunning new ads with static imagery and animation, to complement the luxurious nature of the brand and catch user's attention
Targeted platform selection
Further to this we selected relevant social platforms to target based on average user age on each platform
The performance
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4.4 ROAS
4.4 Return On Ad Spend acheived
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32% +
Increase in traffic to whisky page on the website
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From the team
Final thoughts
Not only did the visual adverts bring a new sense of life to the brand, with the aspirational nature of the 40 Year Old bottle, we saw an increase of 32% in traffic to its web page, as well as a mightily impressive ROAS of 4.4, effectively doubling the purpose of the campaign to include an awareness role.
After the success of this Dewar's campaign we're already working on the next one so watch this space.
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