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.

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.

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