Glenfiddich
Case Study

2.5x brand awareness.

3.5%

Unaided Brand Awareness

+12%

Luxury Perception

2.5X

Brand Awareness

+7%

Brand Difference

The Challenge

Glenfiddich was a key sponsor for AAFW and wanted us to amplify their panel discussions. The brand wanted to strengthen their luxury perception whilst connecting with the next generation of consumers.

The Insight

We knew that the new Luxe audience had different sentiments and behaviours to the generations before them. Luxury brands need to align with these values to build preference.

The Idea

We partnered with Vogue Australia to establish Glenfiddich as the tastemakers of new luxury. We leveraged Glenfiddich’s panel discussion to extend cultural conversations and showcase the new meaning of luxury and fashion in Australia. The AAFW was a platform to anchor the Glenfiddich brand at the heart of the fashion agenda.

Products Used

For this campaign we executed through these mediums:

BRANDED CONTENT

INSTAGRAM REELS

PODCAST

DIGITAL & PRINT DISPLAY

The Stats

Brand metrics and perceptions were measured using KANTAR Marketplace Study, the first study of its kind for News Corp Australia, with results showcasing the power News Corp has in reaching and engaging with the conversations of young Australians.

Both content pieces included in the campaign have demonstrated strong creative performance, notably establishing credibility for Glenfiddich following their Afterpay Australian Fashion Week sponsorship. Extending and expanding on the efforts and values of the brand to influence perception and consideration for their product.

The campaign achieved significant lifts across the top of the brand funnel and Glenfiddich brand perceptions. With 3.5X Unaided Brand Awareness (17% control, 60% exposed), +12% in Luxury Perception and 2.5X Awareness for their AAFW Sponsorship.

Case Study