FROM SKAL
TO SANTÉ
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CHALLENGE
Highland Park Single Malt Scotch Whisky identified France as a key market for growth in the year 2021/2022. To support this growth, Hydrogen’s paid team pulled together a full-year paid support plan
with the aim of:
• Increasing brand awareness
• Increasing the number of French followers on Highland Park’s social channels
• Driving engagement across a French audience
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With no previous experience of running a
campaign ‘en France’, and France’s ‘dark
market’ alcohol laws making it difficult to
target, we didn’t set specific targets for the
campaign, which ran from the start of April
2021 through to the end of March 2022.
RESULTS
INSIGHTS & STRATEGY
Our target audience was French whisky lovers: from people who enjoyed an occasional tipple, to those who lived and
breathed whisky but did not engage with the Highland Park brand. In particular, based on Highland Park’s active audience, our focus was men aged 35-50, who were interested in business and technology, and have already shown an interest in similar single malt whisky brands.
Given that there were three main objectives, we decided that just focusing on one element wasn’t enough. We decided to create various campaigns throughout the year, celebrating different elements of the Highland Park brand.
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RESULTS
SOLUTION
To address these challenges, we implemented a comprehensive social media management strategy. We prioritised responding to all social media inquiries as quickly as possible and created a centralised knowledge base of FAQs to streamline responses. To resolve complex issues, we worked closely with airport staff through specific crisis comms channels. Lastly, we developed strategies to address negative feedback constructively.Ut feugiat eleifend vulputate. Fusce nec magna eu eros egestas congue ut vitae tellus. Donec cursus eget enim at imperdiet. Donec nibh libero, lacinia sit amet mollis eget, interdum nec diam.
IMPACT
Despite the campaign being over, we are still seeing a growth in engagement: conversations from the French audience about Highland Park on Facebook grew 3349% in the first month of the campaign, but even now – a month after the campaign ended – we are seeing a 33% increase in conversations compared to our starting numbers. This shows that the campaign is having a longer-term effect, and that the French audience are actively more engaged.
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RESULTS
OUR WORK
CONTACT US
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