Mission
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To reinvent the single malt category, Glenfiddich Whisky launched a new addition to its range, the ‘Experimental Series’.
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Agent99 was challenged with executing an exciting product launch to generate national earned media coverage as well as engage with the right influencers to reinforce its maverick brand messaging to both existing audiences as well as new ‘recruits’.
Solution
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Agent99 executed a two-pronged approach tailored to media and influencers.
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Media were invited to a launch event entitled ‘A Night With A Maverick’, hosted by the Glenfiddich Ambassador at the Old Claire Hotel, Chippendale, where they were treated to an exclusive experience and overnight stay.
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Influencers were treated to an intimate dinner event at William Grant & Sons HQ, which was professionally styled to reflect the series’ branding to encourage photo opportunities and social interaction.
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An Instagram hashtag competition ran on the influencer launch night with a Glenfiddich Ambassadorship role and a 3-month supply of Glenfiddich on offer. Influencers had to produce and post a creative Instagram image before the evening’s end to enter.
Results
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12 Instagram posts were achieved at the influencer event via the #Glenfiddich #ExperimentalSeries hashtags, with a combined social reach of 280,300, engagement of 4,248 likes and an impressive number of comments.
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Overall reach of 7.8 million was achieved throughout the campaign.
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45+ pieces of targeted earned media coverage secured across top tier lux outlets including Business Insider, Executive Style and D’Marge.
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The product sold out within a month of launch.
