• Emmanuel Xirogiannis
The cult of discernment
Before we create work we take some time to get to know our audience. Study them. Learn their customs. Their language.

Single malt whisky has never been so popular. Right now it’s the fastest growing spirits category globally. And single malt drinkers are a rapidly growing tribe with their own motivations, codes and rituals.

As the original single malt, The Glenlivet has an ambition to become the most appreciated and recommended in the world. Crucial to achieving this ambition is their global community of over 350,000 brand advocates, The Guardians of The Glenlivet. Lost Boys were engaged to make The Guardians a world-leading advocacy programme. The go-to content platform for discerning single malt drinkers.

First we created a content value proposition for The Guardians which supported the brand essence of ‘the original and inspiring single malt’ and delivered on exactly what discerning men want: original content that they can share.

Cultivating the spirit of originality
Next we began to create a wide-ranging programme of content using this proposition as our inspiration point. Original ways of educating our discerning global audience about whisky. Unique takes on whisky culture. Innovative partnerships with craftsmen and tastemakers. Refreshed social and newsletter content to increase engagement and sharing.

In the first six months of the programme, Guardians membership has risen from 150k to 350k.

Retweets have increased by 17%.

Facebook content reach has increased by nearly 500%.

Proof that cooking up just the right recipe for the right audience can most definitely lead to inspiring results.