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The Famous Grouse

In 2013, The Edrington group engaged us to drive the expansion of Edrington brands into 18 new countries in Africa, the Middle East and Europe. Edrington were looking for an agency who understood the complexities and nuances of working in African markets and wanted to ensure that their global marketing initiatives were delivered in a way that engaged and resonated with local consumers.

After some very successful expansions, our partnership with Edrington continued for almost 7 years.

Our Work

OBJECTIVE

  • Establish the premium credentials of the brand – a blended whisky worth paying for
  • Establish its relevance in these new markets
  • Build a loyal social media following and convert these followers to purchasers

CHALLENGES

Budgets were limited as this initiative was seen as a ‘test the waters’ project and we had to overcome the key objection to purchase, which was price point.

METHOD

  • Recruiting local marketing assistants who could help us with insights and local information, ensuring that all campaigns were uniquely tailored for each market
  • Establishing and rapidly growing a community of loyal and engaged followers on Facebook in each market
  • Building relationships with sales and brand managers in each market, supporting them with offline activations and promotional activity to encourage trial
  • Localising two big global campaigns ‘Famous for a Reason’ and ‘Well Deserved’ by creating unique visual and video content
  • Running ongoing campaigns to encourage user engagement and user generated content
  • Identifying key influencers for each market and assisting with delivery of personalised bottles of The Famous Grouse to each one
  • Weekly content and community management as well as seasonal campaigns and collaborations with local radio stations and other digital platforms

Our Results

0 to 181K

Facebook Fans (First 6mths)

GOLD Award

Marketing Society Star Awards

1.4M

Interactions (First Year)

After meeting with Pilot Fish, we knew they were the team we’d been looking for! The best part about the partnership is that it is a collaboration, and we still have a lot of creative involvement, which was important to us.
Stefanie Bowles
Kick Ass Hostels
The work Pilot Fish has done for us with online marketing and social media has increased our online sales for almost zero to a point where many of our artists are making a very good income online. Their work has also increased our social media presence and following hugely, which we know we will benefit from for years to come. I can't recommend them highly enough!
Lynzi Leroy
Scottish Design Exchange
Pilot Fish could not have been better. We approached them to launch our product using paid advertising on Social Media, we were provided with clear advice on how to access our demographic and achieve our goals. Pilot Fish then enacted the campaign and managed it, along the way adding more creative. Their execution of the campaign meant we acheived over 1000 downloads on the product in a couple of weeks. We could not be happier with the results of the work and would happily reference them to anyone.
Adrian James
Shoppa
A dedicated and creative social-first team that works as an extension of our marketing department. PFM have been instrumental in helping us grow and develop our digital presence.
Jude Schweppe
Creative Director, Flowercard

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