Client
Starward Whisky
Services
Photography
Sponsored Article
Email Newsletters
Socials
Year
2022
Vertical
Lifestyle/Drinks
When it comes to innovation in Australian distilling, Starward Whisky leads from the front, maintaining the very highest standards across everything it touches. As such, for the release of its unique Ginger Beer Cask Whisky, Starward approached Man of Many to develop a campaign that would highlight the distinctive nature of this landmark whisky and engage a broad audience of whisky lovers and casual enthusiasts. The campaign delivered at the very highest level, exceeding forecasts across numerous crucial metrics.
Strategic Insights
Starward Whisky sought to create a buzz around its new Ginger Beer Cask release, focusing on the unique flavour profile and the craft behind the product. The primary objectives were to increase brand visibility, drive consumer interest, and ultimately boost sales. Man of Many was tasked with leveraging its strong audience base and content creation expertise to deliver a compelling and engaging campaign.
Image: Man of Many
Image: Man of Many
Image: Man of Many
Creative Concept
The creative concept centred on showcasing the Ginger Beer Cask Whisky as a perfect blend of tradition and innovation. High-quality photography was used to capture the essence of the whisky-making process and the rich amber tones of the whisky itself. The feature article was crafted to narrate the story behind the product, emphasising its uniqueness and appeal. Social media and email newsletters were strategically utilised to amplify the reach and engagement of the campaign.
Implementation
Man of Many executed a multi-faceted campaign that began with a captivating feature article detailing the origins, tasting notes, and unique qualities of Starward Ginger Beer Cask Whisky. This was complemented by visually stunning photography content that brought the story to life. The visuals were shared across Man of Many’s social media channels, including Instagram and Facebook to maximise reach and engagement. Additionally, a series of targeted email newsletters were sent out to Man of Many’s subscriber base, highlighting key aspects of the whisky and driving traffic to the feature article.
Results & Key Metrics
The campaign achieved outstanding results, significantly surpassing initial forecasts across several key areas, delivering 60% bonus value for the overall campaign. The sponsored article received 29% more views than projected, indicating strong reader engagement. The email direct marketing (EDM) component of the campaign outperformed by an impressive 130%, showcasing the effectiveness of Man of Many’s targeted email strategy. The Product of the Week (POTW) segment exceeded expectations by 130%, demonstrating a high level of interest and interaction from the audience. Additionally, Instagram stories garnered 20% more views than anticipated, further amplifying the campaign’s reach and impact.
Credits
Photographer: Andy Lewis
Production Team: Man of Many Branded Content Team
Article Content Creation: Rob Edwards
