A Whisky Case Study

Our latest case study delves into how we partnered with a renowned Scottish whisky brand. We were asked to run a six-month PPC campaign targeting affluent men aged 35+ in Europe and the USA.

This case study delves into the intricacies of our strategy, execution, and the remarkable results we achieved. Our client, a Scottish whisky distillery with a legacy of excellence, faced the challenge of expanding their market reach and standing out in a saturated market.

Their product, a premium single-barrel whisky, was an embodiment of Scottish tradition and craftsmanship.

Our campaign aimed to:
1. Amplify brand awareness among high-income whisky enthusiasts.
2. Penetrate the European and American markets.
3. Drive a significant increase in online sales.

We developed a creative strategy that highlighted the unique aspects of single-barrel whisky. Our adverts featured stunning Scottish landscapes and the distillery’s rich heritage, coupled with modern, sleek photography that showcased the product’s elegance. User-generated content, including testimonials and lifestyle images, added a layer of authenticity and engagement, fostering a community around the brand.

Adaptation to Market Trends:
In response to the growing popularity of single-barrel whiskies, we positioned our client’s product as a distinctive and desirable addition to any collection, appealing directly to our target demographic’s desire for exclusivity and quality.

Competitive Edge:
To differentiate our client in a crowded market, we focused on their unique selling points: heritage, quality, and the rarity of their single-barrel selections. Our messaging was tailored to evoke a sense of exclusivity and prestige, appealing to discerning customers.

Platform: Google Ads was our primary platform, offering extensive reach and sophisticated targeting options.

Campaign Structure: We created multiple ad groups targeting various interests and demographics, continuously refining our approach based on performance data.

Budget Allocation: Our budget strategy was dynamic, allocating more funds to high-performing ads and keywords, thus maximising ROI.

Click-Through Rate (CTR): Our campaign consistently maintained a high CTR, peaking at 3.5%, which is almost double the industry standard. This success can be attributed to our compelling ad copy and visually appealing creatives.

Conversion Rate: The conversion rate stood at an impressive 2.8%, indicating that our targeted approach resonated well with the intended audience.

Cost Per Click (CPC): We achieved an optimal CPC of £1.20, ensuring budget efficiency without compromising ad visibility.
Return on Ad Spend (ROAS): The campaign generated a stellar ROAS of 8:1, highlighting the effectiveness of our strategic planning and execution.

The campaign was a resounding success:
1. Brand Awareness: There was a 75% increase in brand searches and a 40% uplift in website traffic.
2. Market Penetration: We successfully established the brand in new markets, with a 50% increase in sales from Europe and the USA.
3. Sales Growth: Overall, the campaign drove a 60% increase in online sales, with a significant portion attributed to new customers.

Our PPC campaign for the Scottish whisky brand exemplifies Shape The Market’s ability to blend creativity with data-driven strategies to achieve outstanding results.