#DXBExperiments Presents The Garden
To promote Glenfiddich’s Single Malt among Dubai’s young adults, who are not your typical premium whisky drinkers.
We launched a dark-market-friendly communication platform: #DXBExperiments and introduced #DXBExperiments Presents The Garden – a leafy outdoor pop-up bar boasting bespoke cocktails made with ingredients from the garden. To drive footfall, we hosted weekly cocktail masterclasses, teamed up with influencers and created a series of micro-videos promoted across Facebook & Instagram.
SOCIAL MEDIA RESULTS:
- Reached almost one third of Dubai’s population (over 900,000 people)
- Over 300,000 video views in just 2 weeks
- A view-through-rate of 31% – eclipsing the 20% industry benchmark
- 7,300 signature cocktails were sold
- 5,500 visits from cocktails lovers
- 1,453% YOY increase in venue sales