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The Glenlivet

A MEANINGFUL FATHERS DAY WITH THE GLENLIVET

The brand challenge: 

Increase purchase intent and sales for the new The Glenlivet Founder’s Reserve – on a tiny budget.

The Human Insight: 

People often buy their father whisky as a Father’s Day treat – it’s the second most active period of the year for The Glenlivet – but Father’s Day receives much less media investment from brands than other gifting occasions.

The Meaningful Connection: 

We created #CheersDad – a simple social gifting experience that used 1st party data to identify a highly targeted audience on Facebook, then enabled users to gift a dram of The Glenlivet to their father on Father’s Day – because a bottle always outclasses a card!

The business outcome:

  • Whilst 90% of consumers hadn’t trialled The Glenlivet before the activity, as a direct result of the campaign 92% would now buy Founder’s Reserve and agreed that it made “an ideal gift for Father’s Day”.
  • Overall, #CheersDad contributed to a massive 11% uplift in sales for The Glenlivet Founder’s Reserve – resulting in a very happy client and many delighted fathers across the UK!