BRIEf

To showcase Diageo’s portfolio of Rare & Exceptional whiskies we were tasked with developing a dynamic omni-platform using rich content and targeted media to reach affluent, whisky-interested consumers in key cities around the world. 

content STRATEGY

• Develop a digital content platform on BLOOMBERG.COM that would feature 6-8 articles per quarterly edition using strong editorial narrative combined with beautiful images and videos.
   

• Create the whisky content so that it provides useful insight, expert advice and valuable opinions for a whisky connoisseur.
   

• Use Bloomberg’s highly sophisticated audience targeting techniques to reach a sub-set of the world's 42 million High Net Worth individuals.
   

• Use external paid digital advertising to increase reach and drive more targeted engagement.
   

• Enable a user friendly direct-to-consumer digital commerce journey to sell high-end whisky to a discerning audience.

EXECUTION

• Project Planning and Management – Management of asset production and delivery timelines.
   

• Content Hub Management – Work with Bloomberg to improve the UI and UX of the hub based on previous results.
   

• Digital Media Optimisation – Plan the most effective use of media spend within and outside of Bloomberg to deliver maximum engagement and audience reach.
   

• E-Commerce Implementation – Ensure streamlining of the e-commerce user-journey and management of the data collection.

KEY NUMBERS

12

High-end whisky product launches

13 m

HNWIs reached to date

174

Individual visual assets produced

bloomberg