Grant's Whisky social strategy and content

The brief
Help Grant's Whisky use social media to target male millennials in emerging markets.
The response
We created a social strategy that built on Grant's Whisky's new brand identity - defining their voice, creative territories and 12-month content plan.
My part in the project
- Defining the brand's social strategy
- Developing a creative platform that would underpin all social activity
- Creating a 12-month content plan including always-on posts, awareness and recruitment campaigns, plus UGC engagement campaigns
- Concepting all elements of the content plan
- Writing content across Twitter, Facebook and Instagram
- Working closely with the client on day-to-day executions and long-term planning
- Collaborating with inter-agency teams on multi-channel projects
Key results
- The user base grew by 22%
- The consumer demographic shifted significantly towards our target audience
- Our content had record numbers of likes and shares

Always-on social content
Content created around four key conversation pillars: brand, product, lifestyle and UGC.
Grant's Whisky social strategy and content by Nick Tebbutt
Awareness campaign landing page
Our awareness drive was built around the idea of shared bonding experiences - highly prized by our target audience.
Grant's Whisky social strategy and content by Nick Tebbutt
Engagement campaign
Branded UGC gave people the chance to badge and share their stories of collective achievements.
Grant's Whisky social strategy and content by Nick Tebbutt

Project Tags

Companies

  • Hugo & Cat logo

    Hugo & Cat

    • Design
Nick Tebbutt
Creative Director
ym
Teacher
Matthias Gray
Strategy Director