Eden Mill’s 1655 Club Campaign

We recently ran a social media paid campaign and it smashed all expectations, for Scottish distillery Eden Mill’s exclusive 1655 Club. We helped them sell their one-of-a-kind whisky casks, producing a 15,000% ROAS.

Read on to find out how we did it!

SCOPE AND AMBITION

The campaign set out to increase awareness for Eden Mill’s 1655 Club private cask ownership.

Each cask was valued at around £5,500, so our campaign targeted high-income individuals with an interest in luxury goods. The market itself was not particularly competitive. Instead, the difficulty was targeting the right audience who would understand the value of our exclusive whisky casks and be willing to invest in them. For such a high-end offering, getting the product in front of the right audience to draw leads from was crucial. So, our campaign utilised a tailored approach based on the interests of our intended audience and broke them down into three sub-audiences that we could profile further - Scotland, Whisky Connoisseurs and Spirit Enthusiasts.

OBJECTIVES

Our campaign had two main objectives:

1. AWARENESS & BRAND BUILDING

Establish Eden Mill’s presence in the whisky world and elevate its status. The 1655 Club and its one-of-a-kind, limited-edition casks will help us stand out in the world of premium whisky.

2. REGISTRATIONS

Pique the interest of our audience to get them to register on the website, and buy the 1655 club membership and 300 limited edition casks.

INSIGHT

Our audience profiling is what ultimately led to the insights behind the campaign. With each cask valued at around £5,500, it was the luxury market we needed to tap into, and as such, know their interests, and who these people are. Using audience insight tools, we ultimately found that those purchasing in the luxury sector had different reasons to buy. For some, the idea of owning a piece of Scottish history tapped into their patriotic interests. Whilst for spirit enthusiasts, understanding the process of whisky distilling and the quality of the spirit produced was appealing.

With such different interests in the luxury market, we broke our audience down into three segments and then targeted ads accordingly, with personalised creative and copy. Alongside this, we ensured our organic channels were up to date so that those engaging with our ads wouldn’t feel a disconnect when looking at the wider Eden Mill brand.

CAMPAIGN

The aim of the campaign was to highlight the unique opportunity of owning an exclusive whisky cask and being a part of the club. Depending on the audience, the key messaging we used changed accordingly.

With just 300 casks available, the benefit to the consumer was the exclusivity and the chance to be a part of The 1655 Club and get a closer insight into the process of whisky distilling. With the main campaign touchpoints across META and Twitter, the aim was to raise awareness and ultimately, link clicks. The campaign had additional media support from organic content and a bespoke web landing page to drive traffic.

CREATIVE PROCESS / EXECUTION

We broke our execution into three phases based on awareness, consideration, and conversion. At every stage, our creative was led by the audience, not the campaign. Looking at their needs and interests, we tailored our copy and creative accordingly. Using a variety of creatives, we were able to cover different content for the audience, such as carousels to tell a story and an instant experience to provide more information without needing to exit the platform.

The personalisation is what ultimately led the campaign to stand out online and increase both awareness and consideration for The 1655 Club.

RESULTS AND EFFECTIVENESS

The 1655 Cask campaign had a reach of 947,796 across META and Twitter. With 1,264,693 impressions and 6,419 link clicks, 52 whisky casks were sold as a result of the campaign. This gave a 15,000% return on ad spend.

With an original objective of increasing 1655 Club registrations and selling all 300 casks, we were successful. Eden Mill sold out of their exclusive whisky casks during the 2^nd phase of our 3-phase ad series. Much of the campaign’s success was down to the tailored advertising based on the three target consumer groups identified.

Got a social campaign that you need some help with? Get in touch with us today to talk to our expert social team.

IPM AWARDS 2023 - WE WON!

We are thrilled to announce that Together Agency came home with the Gold Award for Best Use of Social Media/Influencers for our campaign, The Eden Mill 1655 Club. Read more about it here.

Thanks to our brilliant team who brought the magic to life.

Huge congratulations 👏👏👏