Client
Glenfiddich
Services
Video Production
Feature Article
Social Media Promotion
Display Advertising
Email Newsletters
Year
2024
Vertical
Drinks
When the iconic whisky maker Glenfiddich partnered with multidisciplinary artist Jordan Gogos to create a captivating pop-up bar, the aim was to offer an exclusive and immersive experience while boosting Glenfiddich’s brand visibility. Man of Many was tasked with promoting this event through a multi-channel campaign that included a feature article, social media promotions, display advertising, email newsletters, and video production, ultimately overdelivering on every single metric and providing significant bonus value to the brand.
Strategic Insights
Glenfiddich’s primary objective for this campaign was to highlight the key moments of the Glenfiddich x Jordan Gogos Pop-up Bar launch event and to significantly increase brand visibility. The campaign sought to engage Man of Many’s audience, driving awareness and interest through strategic content placements and social media engagement.
Creative Concept
Man of Many crafted a compelling narrative around the exclusive nature of the pop-up bar, emphasising the unique collaboration between Glenfiddich and Jordan Gogos. The content strategy focused on showcasing the event’s highlights through a feature article, engaging social media posts, and immersive video content. The goal was to create a buzz around the bar, positioning it as a must-visit event for whisky enthusiasts and novel experience seekers.
Implementation
The campaign was meticulously executed across multiple platforms to ensure maximum reach and engagement. A feature article was published on Man of Many, detailing the launch event and its exclusive offerings. This was complemented by strategic email newsletter inclusions, tapping into Man of Many’s dedicated subscriber base, resulting in a remarkable 37% average open rate. Social media played a pivotal role, with Instagram stories and reels, Facebook video posts, and YouTube shorts providing dynamic visual content that captured the event’s vibrancy. The video content was particularly impactful, with the YouTube video garnering over 500k hours of watch time. Additionally, the campaign included display advertising and products of the week inclusions to drive traffic and conversions.
Results & Key Metrics
Man of Many successfully surpassed the campaign objectives, delivering substantial results across all metrics. The Email marketing efforts were particularly successful, with the EDM newsletter inclusion delivering +191% in bonus opens. The social media component also outperformed expectations; Instagram stories and reels garnered 26% above the forecast. The YouTube Shorts video accomplished over 527 hours of watch time. Overall, the campaign surpassed the forecasted impressions by +13%.
These metrics underscore the campaign’s success in engaging the audience and boosting Glenfiddich’s visibility.
Credits
Campaign Management: Harry Parsons
Video Production: John Guanzon
Location: 200 George Street, Sydney
Article Content Creation: Rob Edwards
