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OUR MISSION
- Perceptions of Glenfiddich had been developed over decades, resulting in a respected and deep heritage, but one that was a little over familiar and taken for granted. Our task was to encourage people to rethink their brand perceptions and freshen up Glenfiddich with an experimental twist.
- Build brand affinity with Glenfiddich.
- Shift brand perception towards innovation and excitement.
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LIGHT BULB MOMENT
The most effective route to salience, without compromising authenticity, is to inspire others to tell our story. And so, we set out to work with a chain of influencers to tell the story of Glenfiddich to our target audience – the experimental whisky drinker.
WIRED provided a synonymous fit for the Glenfiddich Experimental Series, as an authority in emerging ideas and cutting-edge technology. This partnership would deliver a ‘more than media’ cross-portfolio campaign, while the world-renowned and influential WIRED brand would lend Glenfiddich credibility and aspirational stature.
The Experimental Series would demonstrate Glenfiddich’s truly innovative spirit.
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BATTLE PLAN
Awareness would be amplified via earned media to drive relevant organic reach and talkability.
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AMAZING RESULTS
- The WIRED partnership garnered 163k page views & 204k video views.
- A total of 3.24m impressions were served throughout the campaign.
- Article, Achieving the Impossible with Lily Cole, achieved 30,939 pageviews, a 450% increase on the benchmark (at 5.6k).
- Article, The Essence of Whisky, with Glenfiddich, achieved average dwell time of 2:07 mins, a 56% increase on the benchmark (1:21 mins).
- Traffic Drivers across the WIRED site: the Double Sky achieved a CTR of 0.75%, exceeding the benchmark of 0.45%.
- Read more here.

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