Made in an unlikely place, Orkney, by unlikely people, the direct descendants of Vikings, in a way that is impossible to emulate, Highland Park Whisky is proudly nothing like the rest. We set out to create a social media presence that brings to life the brand proposition of "The Orkney Single Malt with Viking Soul" and to introduce our whisky to 25 to 40-year-old brown spirits drinkers in the United States. We wanted to attract those who are looking for a different kind of whisky, both in flavor and story, by inspiring them to live like Modern Day Vikings.
Never ones to follow the crowds or the trends, Highland Park set out to share the fiercely independent spirit of our ancestors—our Viking Soul—with the social world. And with a whisky so distinctively unique, we had no choice but to make sure our social presence was true to our spirit. So, we created content that would seamlessly connect our single malt scotch to the Vikings of modern day; the explorers, storytellers, artists and craftsmen of the world.
To reach this audience on Instagram, we developed video content that disrupted their feeds by pushing the limits of Instagram to share our brand values in a way that no other spirits brand has done before and celebrating a lifestyle rather than a product.
INNOVATION: We pioneered video effects that creatively use Instagram's auto-replay feature and disrupt the profile grid to help our content break through the social clutter and convey the unique brand values that Highland Park holds dear.
STORY: Never losing sight of what Highland Park stands for, our content always captured one of our three core pillars: whisky, Orkney and craftspeople.
MESSAGE: Our call to arms was simple: to inspire those who hold a uniquely different view on the world to go out and live with Viking Soul.
In six short months, Highland Park videos garnered 22.9 M impressions and resulted in a 300% increase of followers to the Highland Park Instagram account, helping the brand break out of the niche and build broader brand awareness. We think that's worth raising a dram to.
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