165%
UPLIFT IN SALES VOLUME
7.5X
INCREASE IN CTR
Brand: Beam Suntory
Markets: Singapore, Malaysia, Cambodia, Vietnam
Channels used: Facebook, YouTube, The Trade Desk, DV360
Background
Beam Suntory is a world leader in premium spirits producing renowned bourbons, Japanese whiskies, single malt scotches, tequilas and cognac. Key brands under its portfolio include Jim Beam, Auchentoshan, Roku Gin, Maker’s Mark, Strong Zero and Horoyoi.
Objective: Redefine Whisky Moments
Beam Suntory wanted to disrupt the traditional whisky perception of Auchentoshan by making it a drink accessible to the younger audience and to be enjoyed in everyday celebratory moments.
Challenge
Alcohol advertising has traditionally been offline, featured in magazines, billboards, TV programs or on-premise placements in bars and clubs. How to successfully bring this type of advertising online? On top of that, there are varying levels of alcohol restrictions across APAC markets.
Execution
- We suggested to focus ads on outside life influences and feel-good moments
- Identified our audience in those aged 18-54 based in Singapore, Malaysia, Vietnam and Cambodia
- Created the ‘Everyday Moments’ campaign based on 6 everyday life moments worth celebrating – for example, when your team scores, when your boss cancels a meeting or when someone swipes right to you on Tinder.
- We served the video ads on Facebook, YouTube, The Trade Desk and DV360
- We partnered with a Dynamic Creative Optimization (DCO) platform to create over 50 iterations of the 6 ‘everyday moments’ to further amplify our video and display efforts programmatically.
Results
The awareness campaign was a success. Over the course of 3 months, it achieved 165% uplift in sales volume and 7.5X increase in click-through-rate.
A few words from Beam Suntory
“The Auchentoshan campaign was a huge success for us. We’re so happy to have partnered with M&C Saatchi Performance – their extensive digital media knowledge, ability to convert insights and market research into action, attention to detail and capacity to optimize campaigns truly made a difference. We look forward to achieving even greater results together!”
