THE CHALLENGE
How do we demonstrate a shift towards premiumisation through a celebrity partnership content piece whilst ensuring the shift doesn't alienate existent fans of the brand?
SOLUTION
To mark nearly a quarter of a millennia of whisky making, we teamed up with Gwendoline Christie to explore the extraordinary islands and artistic community of Orkney.
Creating a short film titled 'Orkney Stories' we were able to delve into the brand's rich legacy in its island home, utilising the content for media, paid and owned channel content.
RESULTS
On social the campaign achieved a notable +3.3-point uplift in aided brand awareness for Highland Park.
The content out-performed social benchmarks, achieving 7.50% engagement rate
The campaign has received 70+ pieces of media coverage in titles the brand had never been seen in before inc. GQ and ES
ACTION
75% of the content was viewed by non-followers of Highland Park – meaning the campaign met the objective of reaching a new audience
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