The Scotch Whisky Experience wanted to use World Whisky Day to increase visitor numbers and build its global digital audience.
We developed a fun, visual and hands-on event for top instagrammers which we devised ahead of World Whisky Day. We added our own hashtag = #whiskymeet – to tie it all together. We devised a whisky-themed treasure hunt of Edinburgh, ending up with an extra special tasting of an exclusive whisky for just 20 VIP instagrammers.
In the week of the event and running up to World Whisky Day, Instagram posts reached more than 137,000 users and around 200,000 impressions. Instagram followers increased by 300% and visitors to the Scotch Whisky Experience increased 22%for that weekend. Glasses were raised to a very successful link to World Whisky Day!