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GLOBAL CONTENT PROGRAMME; WEB, EMAIL, SOCIAL & FILM

A relationship programme for whisky drinkers that’s not about whisky.

Instead of talking about itself, Glenfiddich joined its consumers’ conversation. We created a unique platform that engaged with drinkers in their own areas of interest. An eclectic collection of thousands of life’s most unmissable experiences, credibly sourced through expert partners, distilled by the brand.

From boutique hotels to bespoke tailoring, diving to dining, our editorial team identified the interests and tracked down the leading social communities for each, publishing their recommendations to the Explorers audience. In turn, the communities became part of the communication strategy themselves, as their members shared the content they had a hand in creating.

Over 350,000 Glenfiddich drinkers chose to register and become Explorers members in under two years.

• Proven 27% more valuable than avg. Glenfiddich drinkers (delivering approx. 400% ROI on programme investment over 24 months).

• 80k new social followers who helped share Explorers content over 1.1 million times.

• A 500% increase in brand website traffic, with 81% repeat visitorship.

• Over 200 specialist communities actively involved in content creation.