Blog : global reach

Ledaig – Reaching whisky connoisseurs
Stripe Communications

Ledaig – Reaching whisky connoisseurs

REACHING WHISKY CONNOISSEURS

CLIENT : BURN STEWART DISTILLERS

THE BRIEF

For the launch of Ledaig 42 Year Old, the brand’s rare and sought after ultimate aged Single Malt, Stripe was tasked with introducing the new expression to the global market. Through a combination of traditional PR and social media, we needed to gain maximum visibility amongst whisky collectors and connoisseurs to ultimately create demand and drive sales.

THE STRATEGY

In order to get Ledaig 42YO onto our audience’s radar, we worked hard to deliver maximum impact with minimum budget, developing a robust and focused plan of attack. The first step was creating a comprehensive communications toolkit to share with key Ledaig international markets to ensure quality and consistency of messaging across our global audience. This included building a dedicated Ledaig 42YO microsite to support raising the profile of the brand online and promote the significance of this new expression.

We worked with our in-house design team to produce a targeted, creative mailer to get the new expression into the hands of media and influencers, creating a stir online, grabbing the attention of key opinion formers, brand fans and prospective customers.

THE RESULTS

Over the course of the campaign, our activity secured 46 pieces of media coverage with 25,392,130 opportunities to see and hear, with a social reach of 119.2k across Facebook and Twitter.

Deanston – An artisan social strategy
Stripe Communications

Deanston – An artisan social strategy

AN ARTISAN SOCIAL STRATEGY

CLIENT : BURN STEWART DISTILLERS

THE BRIEF

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.

THE STRATEGY

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.

THE RESULTS

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.