Blog : community management

Deanston – An artisan social strategy

Deanston – An artisan social strategy




Deanston is an artisan single malt whisky distilled in the heart of Scotland. Relatively young in whisky terms, the distillery has been hand-crafting its whisky, without the use of computers, in a former cotton mill since 1967. We were tasked with increasing the global reach and engagement of this growing malt by reinvigorating and enhancing their social media presence on Facebook and Twitter.


With so many global whisky brands vying for attention on social media we needed to develop a strategy that would really set Deanston apart. We undertook an in-depth audit and discovery phase, pinpointing our target audience, looking at where they spend their time, how they live and investigating what they would find valuable from the brand. This was followed by the development of social strategy and playbook, focusing on audience segmentation, tailoring our tone of voice and focused content topics to appeal directly to their interests. A rich content plan that would bring genuinely interesting activity to the global audience was at the core of our approach. Social activity was supported by a targeted paid social strategy, PR and curation and maintenance of the Deanston website.


We’ve delivered on our strategy successfully, seeing the Facebook audience rise by 45% over and the Twitter audience more than doubled in less than a year. The creative, targeted content and community management resulted in over 800,500 engagements on Facebook and 6.2k on Twitter during this time.