Managing global Social Media and Marketing to a whole new demographic.
As The Macallan’s global content agency, we’re reinforcing the brand’s world-class credentials to help drive deeper engagement with new consumers, while remaining true and relevant to the existing passionate fanbase.
From supporting wider campaign activity with complementary social content, leveraging the ‘halo effect’ generated from prestige releases and using more interactive formats to create richer storytelling, we’re helping transform the brand’s presence across global social channels – and providing the tools to help activate locally in markets.
Leveraging the halo effect
With the opening of the award-winning The Macallan Distillery Experience, multiple world record-breaking prices at auction and the release of some of the most valuable expressions ever seen in the whisky market – The Macallan’s commitment to excellence is undeniable.
Recognising this as a great opportunity to reach and engage both new and existing consumers, we utilised the ‘halo effect’ to drive record-breaking engagement across social channels, and reinforce the prestige associated with the brand.
Bringing storytelling to life
With so many incredible product releases, it’s important to showcase what makes each of them special. This means using a variety of different formats to enable us to tell richer, more immersive stories.
From video content with Whisky Makers explaining the cask selection process to Instant Experiences that give context and insight with key collaborators, we ensure that each expression and new release tells a unique story and demonstrates its place in The Macallan portfolio.
Supporting The Macallan's first global campaign
The Macallan’s first ever global campaign titled ‘Make The Call’, was the inaugural roll-out of a new brand positioning – designed to engage with a diverse consumer. The philosophy is etched in The Macallan’s history, defined by making bold decisions and never compromising on quality.
Dog’s main objective was to communicate the ‘Make The Call’ ideology on social media, creating supporting content to add context and making sure the overall message resonated with the owned audience.
Subsequent waves of the campaign included the release of a documentary about the brand’s own Make The Call moments and a video series featuring international figures sharing their moments of bold decision making and their approach to the process, The Macallan Conversations.
To support The Macallan Conversations global campaign rollout, we were tasked with developing the core assets into a plethora of ad formats optimised for social media placements – producing immersive Instant Experiences across key themes and creating impactful hooks to draw users in.
Maintaining a global outlook
A defining feature of global brands is their consistent presence – wherever you are in their world the messaging, aesthetic and tone feels the same.
Dog’s role with The Macallan extends not only to management of global channels, but also creating and curating content centrally that gets syndicated to local markets.
In addition, our strategy team worked with internal stakeholders at The Macallan to identify opportunities to work better with markets and find the optimum balance between local and global generated content.
Find out more about how we’ve helped grow The Macallan’s social followers amongst Millennial audiences, whilst maintaining their luxury credentials.