How we more-than-quadrupled engagement rates by living Naked in a digital world. Getting naked gets results for Naked Grouse.
How we more-than-quadrupled engagement rates by living Naked in a digital world
Getting naked gets results for Naked Grouse, by MadeBrave.
Naked Grouse is whisky at its most uncomplicated, for those liberating moments when you want to get back to the real you.
First introduced as a blended scotch by Edrington in 2011, it moved away from The Famous Grouse portfolio in 2017 and relaunched as a first-fill sherry cask blended malt in the contemporary whisky category. It has since won multiple industry awards and achieved exceptional year-on-year growth, inspiring a new generation of whisky drinkers along the way.
Naked Grouse already had a presence online with multiple activations going on throughout the year, but they wanted to make it bolder, more engaging and simply, to kick things up a notch.
We were invited to pitch, put forward our best ideas and the rest, you’ll see below.
We kicked off the project with a digital strategy.
We leveraged organic content, paid ads and community management to reach contemporary whisky drinkers in trend-setting cities across the brand’s regional markets. We set out to achieve four things.
We worked with the Naked Grouse team to develop content ideas, ambassador activations and processes for building geo-targeted ads within regional markets. The strategy became a core reference for the global Naked Grouse hive (us included).
Following the strategy, our team fully managed the Naked Grouse social media channels, from content plans, captions and creative assets to daily community management and reports. For us, the ‘alive and kicking’ nature of social media is an opportunity to evolve, which is why we continuously adapted our approach in response to the data in our monthly reports.
To support organic activity, we managed paid social ads, tailoring all assets and messaging to the target audience and objective. They were both a promotional platform and a testing ground, to experiment with various messages, audiences and creative assets in order to refine our strategy and achieve the best results.
We made interactive stories, a five-part series of recipes, an annual competition campaign and a one-of-a-kind interview series.
We more-than-quadrupled engagement rates, surpassed The Naked Escape’s targets by over 125% and reached over 69,000 video views for the Bar Swap.
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