Highland Park
// Twisted Tattoo
THE BRIEF
Highland Park wanted to create a global social media campaign to launch their new 16-Year-Old single malt whisky, Twisted Tattoo.
The special edition whisky featured a bottle and packaging design created by renowned Danish tattoo artist Colin Dale.
As well as raising awareness of the product launch and the brand's partnership with Colin, Highland Park was keen to reach a new audience of tattoo enthusiasts.
THE SOLUTION
The competition was hosted on Facebook and Twitter and saw over 182,000 impressions and 300 entries, helping Highland Park to achieve their goal of reaching a new audience organically. Competition entries were also shared via Stories to gain further engagement.
To further increase awareness within the tattoo community, we created localised and geo-targeted ads based on tattoo conventions across the UK. By targeting whisky drinkers and tattoo enthusiasts who were fans of Colin Dale, we were able to drive positive engagement and sales.
We took a global approach to increase the impact of this campaign, providing briefing calls and assets to be used by each of Highland Park's international markets.
One of the main assets of Twisted Tattoo was Colin Dale himself. His specialism of traditional 'dot' tattooing is celebrated in the tattoo community and provided a focal point for the campaign.
We developed a competition to promote Twisted Tattoo as the single malt whisky of choice for tattoo fans. Audiences were asked to share a photo of their tattoo and the story behind it, for the chance to win a bottle.
THE RESULTS
THE CLIENT
Highland Park is a global single malt whisky brand, distilled in Orkney.