fbpixel Highland Park: A Successful Social Media Strategy | MG Empower
Highland Park’s Social Media Strategy Highland Park’s Social Media Strategy
Highland Park
#HighlandParkWhisky #HighlandParkWhisky #HighlandParkWhisky #HighlandParkWhisky
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Increasing Awareness And Engagement For Highland Park’s Key Social Channels.

Highland Park aimed to reinforce its positioning as a reference in the whisky industry by shifting their social media creative approach. While focused on re-engaging their loyal fan base of whisky lovers, the brand needed to establish their digital presence as an effective platform to attract and entice a new generation of enthusiasts – amplifying reach and authenticity. Through our integrated approach, a full social and creative strategy was designed, weaving their legacy into modern narratives through captivating storytelling, visually stunning and sensorial content, and behind the scenes elements. As a result, we’re growing a dynamic online community that celebrates both tradition and innovation.

23 %
ER
34.9012 M
Reach.
34.6789 M
Impressions.
Challenge.
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Developing A Content And Social Media Strategy To Shift The Brand’s Digital Presence.

Due to its unique story, identity and product, Highland Park has established itself as a reference in the whisky market. The brand’s differentiators – such as being one of the only handful of distilleries to still turn malt by hand – have supported its positioning and elevated the label to the status of favourite among its loyal and passionate community. However, their social media channels did not reflect this rich and unique universe and had wider potential to become an engaging and exciting platform for whisky fans to reconnect with the brand – and for new ones to discover it.

Strategy.

A creative and social strategy to shift Highland Park’s presence in the digital realm.

Inspired by Highland Park’s key pillars and brand elements, our experts developed a visual and social strategy focused on re-engaging the brand’s audience in the digital realm while also attracting a new and fresh base of potential customers. The integrated approach combined content planning, development, direction and production, linking the portfolio to different narratives through three main editorial umbrellas: product, community and nature. Highland Park’s heritage was incorporated into the contet’s aesthectic, mixed with sensorial features that also translate the atmosphere around product development and branding.

Fresh content engaging loyal audiences and attracting new ones.

Organic content has been boosting Highland Park’s key channels – Instagram and Facebook, by connecting whisky fans with inspirational and aspirational pieces that communicate the product and the brand world. By linking the product to different narratives, and leveraging from consumers’ genuine connection with its quality and heritage, the strategy has been leading to increased UGC, engagement and consideration – in addition to the amplification strategy tailored to support its key goals. The social media channels selected are now a real platform to enhance Highland Park’s positioning and consideration, bringing modern lens to the premium whisky label.

 

 

 

Results.
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