Glenfiddich
Christmas Mavericks
Celebrating those who do things differently at Christmas.
Strategy | Content Creation | Distribution
The Challenge
Glenfiddich wanted to stand out at the busy Christmas time with some content that wasn’t just product focused, as that would be covered by a separate gifting campaign. We didn’t have as much budget as some of the brands competing with, but we still had to get cut through and attract beyond the typical Glenfiddich drinker.
The Work
Glenfiddich has a tradition of doing things differently through various innovative and stand out methods to create the most awarded single malt whisky throughout the years. The brand had recently created a new proposition around mavericks, which nodded to the founders heritage.
This resulted in the film 'Christmas Day Mavericks' - about a group of nonconformists who finish their Christmas Day swim with a warming dram.
The first drop of Glenfiddich even came from their copper steels at Christmas, which gave us even more reason to really shout at Christmas.
The Role I Played
From the new maverick brand positioning I came up with the campaign proposition 'Mavericks do things differently' and wrote the creative brief, which resulted in the Christmas Day Mavericks film. As well as writing the comms strategy I also worked with the brands media agency to execute it.
The Impact
1,058,095 video views generated across all channels - the highest for any UK campaign so far
Christmas Day Mavericks generated 57% more views of content and 48% visits to the site than previous Christmas campaign
Site visitors spent over a minute more engaging with the content than the site average and previous previous Christmas campaign
Increase in YoY sales as well as achieving yearly sell through targets
“I worked with Warren at Gravity Thinking and have nothing but praise for him. I found him to be creatively focused and a good team player. We would often sit down and almost work out the brief and creative before it went into the 'system'. Always insightful with research and methodical in brief writing - it was very easy to produce great work off the back of his strategic thinking.”
George Leaney, Associate Creative Director (when working together on Glenfiddich at Gravity Thinking)