Hannah Fisher's slides from the BDX Digital Meetup in Glasgow. Hannah talked important the shifting influence digital plays on brand advertising

1. DIGITIAL: NO LONGER A “BOLT ON”
EVEN THE MOST TRADITIONAL DRINKS
REQUIRE MARKETING IN THE DIGITALAGE
HANNAH FISHER
SENIOR BRAND MANAGER – ISLAY SINGLE MALTS

2. WHO AM I?

3. DIGITAL NO LONGER A “BOLT ON”
• 10 years ago, agencies were embracing digital.
• However, clients still veered towards traditional media.
• Forward thinking clients would allow a digital “bolt on” for existing campaigns.
• 5 years ago in the world of whisky, you probably had a website (full stop)!
• 2009 – 2012, marketing programmes around whisky focused on:
• TV
• PR
• Packaging
• Sampling
• Point of sale in store and in bar
• Bar tender recommendations
• In 2012, there seemed to be a change with how single malts embraced digital….

4. • Now it’s the first type of media we think about.
• Social media is primary focus.
• Digital advertising is secondary focus.
• All other offline elements fall into line behind digital.
• Most importantly, all “call to actions” point people back online.
GOING THROUGH THE “CHANGE”…

5. WHY HAS THIS CHANGED
(ALMOST) OVERNIGHT
FOR WHISKY?
Single malt is emotional so people can
express this online for free
You belong to a global community in
single malt. Social media connects you in
to a World Whisky Club The opinion formers are mostly online.
Blogs and media – enthusiasts have
become the authority
Private members clubs for brands
growing in strength. Becoming strongest
way to build loyalty.
Whisky is all about opinions, reviews and
recommendations so can reduce risk
(the price tag!)

6. AN EXAMPLE
BEST WAY IS TO DEMONSTRATE DIGITAL’S NEW
FOUND IMPORTANCE IS THROUGH…

7. LAPHROAIG “OPINIONS WELCOME”

8. GENERATED PR AND WON “AD OF THE WEEK”
TWICE IN USA

9. NEVER MIND THE PR, WHAT WERE THE
RESULTS ONLINE….
Metric Benchmark Total Expected Total Achieved % Difference
Video views 2.2% VR (Portfolio) 224,000 2,300,000 +927%
Opinion Submissions
0.5% Conv.
(CPG)
269 2,050 +647%
Social conversation
140/day
(Previous)
141/day
(Any growth)
152/day +7.8%
Facebook engagement 7.20% (Portfolio)
7.21%
(Any growth)
8.44% +17%
Twitter engagement 4.04% (Portfolio)
4.05%
(Any growth)
4.26% +5%

10. SOCIAL MEDIA GENERATED A 31% INCREASE
IN CONVERSATION
36%
41% 36% 40% 39%
45% 49%
30% 21%
18%
20%
28% 14%
15%
5%
5%
5%
5%
4%
4%
3%
16%
16%
20%
17%
13%
15%
16%
13%
18% 21% 19% 16%
23%
16%
Q2
'13
Q3
'13
Q4
'13
Q1
'14
Q2
'14
Q3
'14
Q4
'14
Share Of Voice History
Lagavulin
Belvenie
Oban
Ardbeg
Laphroaig
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Q2
'13
Q3
'13
Q4
'13
Q1
'14
Q2
'14
Q3
'14
Q4
'14
Mentions
Social Mentions
Other
Comments
Social Networks
Blogs
Forums
News
Twitter
Twitter was largest driver which
meant most views came from
youtube vs. facebook
Appears to have directly stolen
share of voice from Ardbeg

11. 0
100
200
300
400
500
600
700
800
6/1
6/8
6/15
6/22
6/29
7/6
7/13
7/20
7/27
8/3
8/10
8/17
8/24
8/31
9/7
9/14
9/21
9/28
10/5
10/12
10/19
10/26
11/2
11/9
11/16
11/23
11/30
12/7
12/14
12/21
12/28
Mentions
Laphroaig Social Mentions
2014 Daily, 6/2-12/31
Benchmark (Prev.) Actual
• Halloween Advert: Halloween content drove nearly 2,000 mentions at 3.4 x benchmark daily conversations (over 4 days).
• Christmas Advert: Christmas content drove nearly 6,000 mentions (3 weeks) with daily conversations 2 x benchmark.
Program launch
Organic Twitter
messaging
Halloween video
launch and PR
Christmas
FOUR DIFFERENT CREATIVE EXECUTIONS
SHOW MENTIONS INCREASING OVERALL

12. THANK YOU
@hannahbanana83x