case study the famous grouse
TRANSCRIPT
The Famous Grousecase study
client profile
The Famous Grouse
The Famous Grouse is a leading whisky brand, selling at high volume globally. The brand has a rich heritage and enjoys the attention of many dedicated fans world wide.
The Famous Grouse is based at the head office of the Edrington Group in Perth Scotland.
{Katy Stollery}Global PR Manager, The Famous Grouse
“We wanted to increase awareness of our blends online so we asked BIG to devise our social media strategy.”
our brief
We carried out a full-scale audit of the whisky market and used this intelligence to assess the opportunities across key social media platforms including Facebook, Twitter, Blogs and YouTube.
what we did
The Famous Grouse Blog was created with the key aim of creating dynamic and relevant content aimed at fans and customers of the brand.
The blog contains product news, competitions, insightful content from behind the scenes and seasonal promotions. This platform acts as the hub for all social media activity.
what we did
We launched The Famous Grouse on Twitter, giving fans of the whisky the opportunity to interact with the brand on the popular micro-blogging platform.
In order to build an initial following and build buzz, we held a ’30 Famous Prizes’ competi-tion asking fans to retweet promotional messages.
what we did
The Famous Grouse was already active on Facebook, however BIG identified an opportunity to make more of the whisky's Facebook fans.
We developed a Facebook application to allow fans to vote for their favorite The Famous Grouse TV ad. The Application used the technical abilities of Facebook to offer an interactive experience to fans.
end result
Since launching, the blog has accumulated a loyal and global readership with over 4,000 unique visitors per month.
Over 800 fans voted for their favourite TV ad on the Facebook app, allowing the capture of opted-in marketing data. The competition sparked engagement and debate among fans of the brand.
The Twitter launch re-tweet competition helped grow a highly engaged following of over 2,000 within the 5 week campaign period.
testimonial
{Katy Stollery}Global PR Manager, The Famous Grouse
“We have been working with The BIG Partnership now for a number of years. The team provides a first class service. They are very responsive and consistently deliver well-executed and cost-effective campaigns.”
Glasgow
The BIG Partnership5 Park Circus PlaceGlasgow G3 6AH
0141 333 9585
Edinburgh
The BIG Partnership4th Floor, Venue Studios21 Calton RoadEdinburgh, EH8 8DL
0131 557 5252
Aberdeen
The BIG Partnership11 Thistle PlaceAberdeen AB10 1UZ
01224 615000
Liverpool
The BIG PartnershipSuite 620, The Plaza100 Old Hall StreetLiverpool L3 9QJ
0151 600 5126
www.bigpartnership.co.uk [email protected]
Fife
The BIG Partnership36-40 High StreetKirkcaldy KY1 1LU
01592 643200