BROWN FORMAN / WOODFORD RESERVE

DISTILLING THE SPIRIT OF WOODFORD RESERVE

Challenge:

Bring the unique Woodford Reserve story to life in Australia, differentiating the brand in market and helping shift consumer perceptions of Kentucky-born whiskey bourbon – from ‘big brown bottle’ to a part of the Australian every day.

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Solution:

Using key audience and brand insights, we crafted an integrated digital content strategy designed to drive social engagement, take users on a journey across Woodford Reserve’s digital ecosystem, and ultimately encourage trial, both in bars and at home.

The strategic approach was backed by the development of a dynamic mix of social assets, fresh and relevant brand imagery, engaging short and long form videos, and editorial content.

As part of this, we created a set of inspiring interviews featuring local personalities with strong independent spirits and values aligned with those of Woodford Reserve – craftsmanship, curiosity and authenticity.

Mapped into an integrated 12-month channel-plan, the compelling range of content works seamlessly together to tell the Woodford Reserve story and enrich audiences’ lives – and news feeds – with substance and style.

Results:

The first approach of its kind for Woodford Reserve, the Australian brand team now has a robust roadmap in place, including a pipeline for additional content creation to support key milestones and events, and a raft of assets for use over time both here and across markets.