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.
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.
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.