637
%
The Macallan
Social Media
increase in Facebook followers Jan 2012 – May 2015
www.bigpartnership.co.uk
Brief The Macallan approached The BIG Partnership with the following requirements 1. Increase exposure and awareness of the brand across Facebook, Twitter and Instagram 2. Increase the amount of engagement with the brand across Facebook, Twitter and Instagram By increasing the number of followers across social media, The Macallan would not only raise the profile of their brand but would also increase the amount of engaged users for them to market to in the future, particularly in new and emerging markets and demographics.
Activity In order to facilitate The Macallan’s requirements, The BIG Partnership developed Facebook, Twitter and Instagram campaigns focused on the following activity. • Created Share a Dram Facebook app encouraging users to share a virtual dram of their choice with their Facebook friends. • Created Twitter competitions #Mactop10 and #Mac12days encouraging users to engage more with the brand. • Created Instagram campaign #MeandtheMacallan encouraging users to engage more with the brand and reinforce brand association with photography
Results Facebook • Between Jan 2012 – May 2015: Fans 76,774 – 499,665 637% increase • Jan 2012 – May 2015: Avg. Impressions per month 5,783,954 • 14,480 Avg. number of likes, comments or shares per month Twitter • Between Jan 2012 – May 2015: Followers 7,015 – 29,649 322% increase • Jan 2012 – May 2015 Avg. Impressions per month 1,026,111 • 1359 Avg. number of retweets, replies, favourites and mentions per month Instagram • Between February 2012 – May 2015 Fans: 0 – 14,815 likes Blog • The Moment May 2013 – May 2015 Total Page views: 119,180
73
%
uplift in online sales
Delivering BIG Results
45
The new website was launched in October 2014 and has enjoyed significant success.
%
67
%
increase in revenue
rise in referral visits
59
%
increase in visitors to website
73
%
uplift in online sales
43
%
increase in organic visits to site