#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.

  • 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
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