Clients
Glen Moray
Stauning Whisky
Angel’s Envy
Services
Photography
Video Production
Feature Article
Giveaway Feature Article
Social Coverage
Dedicated Email Newsletters
Year
2024
Vertical
Drinks
An unmissable celebration of the world’s finest whiskies, Sydney Whisky Month 2024 brought together premium brands like Glen Moray, Angel’s Envy, and Stauning Whisky for an ambitious expansion of Man of Many’s previous Sydney Whisky Week events. The campaign aimed to boost brand awareness and generate excitement for the event through a multi-faceted digital strategy, ultimately going above and beyond by delivering bonus value that exceeded every metric.
Strategic Insights
The main objective of the campaign was to drive excitement around Sydney Whisky Month 2024, focusing on enhancing brand visibility and engagement for Glen Moray, Angel’s Envy, and Stauning Whisky. By leveraging Man of Many’s influential platform, the strategy centred around creating high-quality content that would resonate with whisky enthusiasts and reach a broader audience through a mix of editorial, social media, and direct marketing channels.
Creative Concept
The campaign’s creative approach revolved around storytelling and immersive experiences. Through engaging feature articles, exclusive giveaways, and visually captivating social media content, Man of Many created a narrative that not only informed but also captivated the audience. The content highlighted the unique aspects of each whisky brand, positioning them as must-try options during the month-long celebration. High-quality visuals, compelling copy, and strategic timing were key elements that contributed to the campaign’s success.
Implementation
Man of Many executed a robust digital marketing campaign that included pre-event and post-event sponsored articles, dedicated email newsletters, Instagram stories and reels, along with Facebook posts. The pre-event feature article introduced Sydney Whisky Month, generating strong engagement and high audience interest. Social media played a significant role in amplifying the campaign. Social video posts were particularly successful, capturing the audience’s attention and driving substantial engagement. The campaign also featured a highly successful giveaway, which significantly boosted brand interaction and participation among whisky enthusiasts.
Results & Key Metrics
The Sydney Whisky Month 2024 campaign was a marked success, surpassing all key performance indicators. The total campaign impressions achieved +16% bonus value. Notable highlights included the pre-event feature article, which outperformed the pageview guarantee by 21%, and the Instagram stories, which saw a remarkable 226% increase in impressions. The social videos exceeded viewership targets by 45%, demonstrating the effectiveness of video content in engaging the audience. The giveaway campaign was particularly successful, with over 4,600 entries, reflecting strong audience interest and engagement. Overall, the campaign not only met but exceeded its objectives, significantly boosting brand awareness among whisky enthusiasts.
Credits
Campaign Management: Harry Parsons
Photographers: Chloe Paul & Mark Sherborne
Videographer: Adrienne Emerton
Video Editor: John Guanzon
Locations: Grain Bar, Eau De Vie Sydney & Hickson House Sydney
Article Content Creation: Rob Edwards
