BACKGROUND AND IDEA

Irish Distillers’ whiskeys are made by craftspeople. Our task was to create people-centred storylines which showed how this craft infuses the distinctive characteristics of Irish Distillers’ whiskey.

The Irish Distillers story is one powered by people - past and present - with a deep passion for their craft. Whilst their scale has grown, the dedication to the craft of whiskey making remains as strong as ever. We wanted to unlock this story and put people at the heart of the narrative through powerful multi-media storytelling.

STRATEGY & EXECUTION

Our approach was to create beautifully shot human stories, then test and monitor their appeal across different segments and platforms, dialling up our activity where executions worked best. This led to a prime focus on video-on-demand (VOD), using outstream, pre-roll and YouTube to turn distillers, coopers and their craft colleagues into the heroes of our Irish Distillers stories.

BUSINESS OUTCOME

We set ambitious KPIs and exceeded all of them. This included a video completion rate of 56% for VOD. We surpassed our unique reach target by 80%, whilst 2.2 million social media impressions represented 120% of target. With almost half a million video views and 840,000+ people reached in total, the craft of Irish Distillers was clear to see. Job done.