#DXBExperiments
Or how to promote a whiskey brand in the dark market
How would you promote Glenfiddich’s Single Malt among young adults, who are not your typical premium whisky drinkers, in a dark market such as Dubai?
The solution, to launch a dark-market-friendly communication platform on social: #DXBExperiments.
This platform introduced #DXBExperiments Presents The Garden – a leafy outdoor pop-up bar boasting bespoke cocktails made with ingredients from the garden. To drive footfall, we hosted weekly cocktail masterclasses, teamed up with influencers and created a series of micro-videos promoted across Facebook & Instagram.
SOCIAL MEDIA RESULTS:
> Reached almost one third of Dubai’s population (over 900,000 people)
> Over 300,000 video views in just 2 weeks
> A view-through-rate of 31% – eclipsing the 20% industry benchmark
> 7,300 signature cocktails were sold
> 5,500 visits from cocktails lovers
> 1,453% YOY increase in venue sales