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MeCaseStudy Glenfiddich .pdf


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INSIGH

T

people-shaped ideas
GLENFIDDICH EXPLORERS

Life’s Adventures. Distilled.

THE CHALLENGE
Whisky drinkers were struggling
to connect with Glenfiddich. It was
drunk by more consumers than any
other single malt, but loyalty and
frequency of purchase remained
poor. They enjoyed a dram from
time to time. Kept a bottle at the
back of a cupboard. But they saw
little reason to invest their time
in a relationship with the brand.
Existing communication, focused
on product quality and heritage,

without much regular ‘news’ to
share, just wasn’t motivating
enough, and didn’t warrant handing
over their personal data in return for.
Despite global market leadership,
less than 30,000 consumers were
registered for brand updates.
Our brief was to create a global
relationship marketing programme,
adaptable by market, which
would appeal to both new and
existing Glenfiddich drinkers, and
significantly grow their active
engagement with the brand.

I’m just
whisky not that inte
. I drink
rested
in
it,
I’m not
a conn and enjoy it,
b
oisseur
want t
and I d ut
on’t
heathe o be an expe
rt
r and w
eather . All that
bores.
is
for whis
I’ve go
to do w t better thing ky
s
ith my
time.

THE IDEA:
Glenfiddich Explorers

through expert partners, distilled
by the brand. Housed on a website
that also features the product.

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

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.

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

Registered members could
explore, share and contribute
to the content, create their own
inspirations lists, follow social
updates and look forward to
dynamic email digests matching
their personal interests profile.
Glenfiddich Explorers built active
relationships based on shared
affinity. And by ensuring consumers
were actually interested in what the
brand had to say, Glenfiddich could
get it’s product news heard too.

people-shaped ideas

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

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

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

• Over 200 specialist communities actively involved in
content creation.

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

• Recognised by W. Grants as a ma jor contributor to a
global upturn in Glenfiddich drinker loyalty and value.

For more information on this and other people shaped ideas from Me. jpmh, contact nik.myers@me-jpmh.agency or visit www.me-jpmh.agency.
© 2014 JPMH Ltd. All rights reserved. The contents of this case study are confidential and are intended solely for the addressee. This document is provided in trust, for the sole purpose of delivery to the intended recipient. Reproduction or dissemination of this document is strictly prohibited and to do so would be a breach of confidence.


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