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 Managment


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.

With our content agency, Campfire, we 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

Social media your thing? Let’s Chat

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 agency, Campfire, 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)

Global campaign’s up your street? Let’s Chat

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 Campfire, 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

Seen Enough? Let’s Chat