Building on work begun in 2023, this historic 200th anniversary year for The Macallan has seen us take a big leap forwards in our strategy to attract new consumers to one of the most highly revered whisky brands in the world.
Working with a diverse group of carefully-selected influencers who move in the spaces of our luxury audience, we’ve built an always-on brand advocacy programme that helps us reach potential new consumers in a truly authentic and engaging way.
Across the year, we’ve engaged 20 different influencers in various brand touchpoints with The Macallan, deepening not only their knowledge of the product but also their love for the brand. This included everything from taking a small group up to The Macallan Estate to participate in a unique, immersive experience with Cirque du Soleil to assembling all 20 influencers for the launch of TIME: SPACE Mastery at an unforgettable night with Mandarin Oriental Mayfair.
We’ve had influencers jet-setting to Paris to promote The Macallan Boutiques at London Heathrow and Paris Charles de Gaulle airports, and nipping to Selfridges and The Whisky Shop to help their followers find the perfect bottle of whisky to gift at Christmas.
This has been complemented with organic gifting touchpoints throughout the year, to show our influencers how valued they are and make them feel part of the whisky family.
The results speak for themselves; our Inner Circle has created over 300 pieces of content for The Macallan over the year, of absolutely stunning quality. Our average engagement rate sat at an impressive 2.89%, with an average CPV of £0.49.
Paid reach totalled 455,468, but the actual reach is estimated to be over 30m, when factoring in the 157 pieces of content created and posted organically, by influencers who are as invested in the brand as it is in them.
