LAUNCHING SILKIE IRISH WHISKEY INTO THE AUSTRALIAN MARKET – DIFFERENTIATING FROM THE COMPETITION AND SUPERCHARGING GROWTH
CHALLENGE
Make impact at launch in a cluttered category, differentiating from the competition and kick-starting growth in market.
SOLUTION
An integrated communications strategy that built awareness and drove sales through earned media and dedicated virtual tastings with Sliabh Liag‘s founder, focused on our smoky USP. We further cemented Silkie as a category leader and fueled trial by launching best in class social channels, supported by a focused paid strategy to a/b test content against key audiences.
RESULTS
The launch was a success, driving sales and awareness across channels. We exceeded earned reach targets, driving a stellar 14.7M editorial reach with hero features across the likes of Man of Many, 9Honey, Who Magazine, Daily Telegraph and more, 84% key message inclusion, 100% asset inclusion and 100% positive sentiment. The focused social launch reached 336K users in 3 months, with a fantastic average engagement rate of 2.4% vs an industry standard 1%.
