Glenfiddich
Creative campagne Challengers welcome
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Category
Creative -
Industry
Dark market -
Client
William Grant & Sons
How to tell consumers about new communication platform and inspire them to challenge themselves
Creative and media production agency
- Development a creative campaign to launch a Scottish whisky brand Glenfiddich’s global communicational platform “Challengers Welcome” in Russia.
- Production of a 4-episods video campaign with bright and successful celebrities involved
- PR and media promotion
Challenge
The task was to launch a Scottish whisky brand Glenfiddich’s global communicational platform “Challengers Welcome” in Russia.
Work
- We decided to show true stories of people, who accept the challenge every day.
- These stories were told in four inspirational videos by ambassadors sharing the brand’s “challenger” mindset.
- Famous Russian sports commentator Vasily Utkin, actor of theatre and cinema Maxim Matveev, financier Alexander Zaytsev and composer Misha Mishenko shared their stories of success and narrated how to accept the challenges and accomplish goals
Results
- The total number of video views in protagonists’ accounts amounted to 1,9 MIO, reach of publications in media amounted to 73 MIO, while the total amount of likes in social media amounted to 99K. Moreover, in 2018 sales of Glenfiddich grew by 64% and reached 20 400 9L cases.
- Videos were published in brand ambassadors’ social media, 13 advertising and newswire media, as well as among 19 bloggers, who have followed the challenge.