A Global Social Media Strategy for Three Top Whisky Brands


Deliverables
Research, Audit & Briefing
Strategy Workshop
Social Media Strategy Report

How we helped build a consistent online presence for Tobermory, Bunnahabhain & Deanston—three of Distell’s biggest whisky brands.

We were thrilled to be appointed as digital brand partners for Distell, collaborating with their team in Scotland across several brands in the whisky and cider categories to engage audiences and bring these brands to life.

A photo of Deanston Distillery

The Brief

Distell had recently appointed a Social Media Manager to build the online communities of some key brands within their malt whisky category—Tobermory, Bunnahabhain & Deanston. We were asked to develop a social media strategy for the new Social Media Manager to execute, and for other global markets to reference when managing their regional channels.

  • 3

    whisky brands

  • 12

    key channels

  • 1

    lead social media manager

  • A photo of Tobermory

Research, Audit & Briefing

In preparation for the strategy, we supplied a social media questionnaire for regional markets to fill out ahead of a strategy workshop, to help us better understand their marketing objectives and challenges.

We also prepared an in-depth audit of their channels and the channels of their competitors to establish their current online position. This information allowed us to tailor a comprehensive strategy workshop to their needs.

Strategy Workshop

We designed a strategy workshop that was a collaborative process between us and the Distell team, covering all aspects of building a comprehensive social media presence, from channel strategy to social media guidelines. The primary objective for the workshop was to establish a number of core elements that would inform the strategy report and deliver an actionable plan for the team to take forward.

An aerial photo Bunnahabhain Distillery

Social Media Strategy Report

Following the workshop, our social media strategist provided the client with a fully-comprehensive social media strategy report to inform future social media activity. Our approach within this project was to create a robust strategy that would act as a handbook to all those who would reference it, avoiding marketing jargon that would alienate non-marketeers.

This also acted as a foundation for the global teams to build engaging online presences that were consistent and on-brand, all over the world.

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