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.
Social Media Management
- Deliverables
- Organic and paid digital strategy
- Content idea generation
- Tone of voice development
- Quarterly content planning
- Monthly content plans, community management and reporting
- Content creation (including design, animation, photography and video)
- Local market geo-targeted ad campaigns around the world
How we more-than-quadrupled engagement rates by living Naked in a digital world.
8
Key regional markets
25+
Age range of the target audience
3
Core social channels
$300M
The value of the blended malt category
700K
Volume of the blended malt category
$1.5B
Value of the contemporary whisky market
How we answered the brief
Naked Games
Interactive Instagram stories were a particular stand out performer for Naked, engaging organic and paid audiences in a fun and playful way.
For example, the ‘Never Have I Ever’ stories—which made use of Instagram’s vote buttons— resulted in a 3,000% increase in profile visits and generated over 500 votes.
Naked Lifestyle Shots
The Naked Grouse audience continuously responded best to content that heroed the bottle and liquid in its neat form, so we shot multiple ‘content grabs’ to build a bank of creative lifestyle images.
The top-performing posts showed the product in a scene or situation with a playful element, which we supported with engaging captions.
Naked Your Way
Tutorial and storytelling videos proved to be a successful way of engaging and educating the audience, not only on the brand and whisky serves but on the #LiveNaked ethos.
Our content production team shot ‘Naked Your Way’—a five-part series of food and cocktail recipes that featured Naked Grouse.
The results? An average watch time of 1:36 minutes on YouTube and a 50% retention across Facebook and Instagram.
Digital Strategy
We kicked off the project with a digital strategy. This meant working with the Naked Grouse team to develop content ideas, ambassador activations and processes for building geo-targeted ads within regional markets. It became a core reference for the global Naked Grouse hive (us included.)
Social Media Management
Following the strategy, our team fully-managed the Naked Grouse social media channels—from content plans, captions and creative assets, to content management, 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.
Social Media Ad Management
To support organic activity, we managed paid social ads for Naked Grouse, tailoring all assets and messaging to the target audience and objective. These ads were used as 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.
10.5m+
Unique Reach
29m
Impressions
2x
Engagement Rate Target Surpassed
30k
Reactions
9.4%
Increase in Followers
76k
YouTube views
2k+
hours of YouTube video views
7.51%
average post engagement rate
The Naked Escape
- Deliverables
- Digital campaign strategy
- Website landing page design and development
- Copywriting
- Asset creation (design, photography and video)
- Social media campaign management
- Ad campaign management
How we surpassed targets by over 125% with a multi-touchpoint digital campaign.
The Naked Escape is an annual customer-facing competition, for one lucky global winner and three friends to experience a fully-paid, personalised getaway in the Scottish wilderness.
Our brief? Build a digital campaign to raise awareness and engagement of the competition and create a buzz about the brand globally.
3
escapes to choose from
3
target personas
5
digital platforms
2
event activations in Stockholm and Taipei
15
key regional markets
How we answered the brief
Liberator Quiz
What made this competition most interesting is that users could choose their adventure based on three categories: creative, active and relaxing.
To help them make their choice, we created an interactive quiz that asked a series of fun and simple questions. Their answer gave them the result of their perfect Naked Escape.
The Active Escape Video
We drafted in Scottish outdoors influencer, Tristan Cameron Harper to shoot a video of ‘the active escape’, which heroed the Naked pod and showed viewers exactly what they could win.
Winner Video
Our content production team accompanied the winners on their trip of a lifetime, to film their activities and create video content for the Naked Grouse channels. This was also edited with footage from a previous content grab to create next year’s promotional video.
Digital Campaign Strategy
The Naked Escape campaign was executed across multiple countries and various touchpoints, both online and off. So, we worked with the Naked Grouse team and partner agencies to develop a digital strategy that would bring it all together.
Landing Page
We built a landing page as the Naked Escape campaign home—including copy, asset edits and the front-end development of the Liberator Quiz. We even wrote the questions for the quiz itself. To support the ad strategy, we set up Google Analytics and Facebook Pixels to retarget visitors with follow-up content.
Social Media Campaign Management
The Naked Escape Campaign became a key content theme across the Naked Grouse channels. We developed our content plans to weave campaign messages and creative throughout each month, with the aim to engage the Naked Grouse audience and drive entries from those who already know and love the brand.
Social Media Paid Ad Management
We managed all paid social campaigns for the Naked Escape, with multiple objectives to consider, including website traffic, content engagement and event responses. Our team A/B tested variations of content, messages and regional audience types to raise brand awareness and gather entries from the target personas.
3.5m+
people reached (2 million+ above the target)
13,692
competition entries (3,000+ above the target)
1,008
follower increase (500+ above the target)
7,692
people who agreed to future emails (2,500+ above the target)
LiBARating Bar Swap
- Deliverables
- Photography Videography
- Copywriting
- Social media content creation and management
- Ad campaign management
How we reached over 69,000 video views by shining a spotlight on global bartenders.
The Naked LiBARating Swap is an annual programme that brings together some of the world’s best bartenders for a unique exploration of flavours, cultures and cocktail serves. In 2019, it took place in Edinburgh with the aim to engage and build a community of mixologists and bartenders who would become local brand ambassadors after the swap.
Our brief was to amplify the activation to the brand’s global community and tell the stories of the personalities taking part.
23
world-class global bartenders
12
countries taking part
3
days in Edinburgh
5
digital platforms
How we answered the brief
The Sour Tapes
During the swap, we put eight of the bartenders into the spotlight for a one-of-a kind interview series. Structured around their take on a whisky sour, the interviewees shared something sweet, something sour, something cool and something spirited about their lives, putting their inspirational stories at the forefront of the narrative and giving the audience a peek behind the curtain.
Photography
Throughout the event, we shot lifestyle photography that featured the collaborators involved in the Bar Swap and evergreen content that could be used across all of Naked Grouse’s marketing materials, without being tied to the event itself. With so many people using the product in one place, we used it as an opportunity to create content of the whisky in use, without the need for a separate photoshoot.
Videography
We sent two cinematographers from our content production team to shoot the event and feature each bartender in The Sour Tapes series. From a two-day shoot, we delivered eight interviews, b-roll footage, a headline feature and recipe videos, all resized and edited for various outputs across Naked Grouse’s social and marketing channels.
69,500+
video views
11.7%
engagement rate
