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The Macallan – APAC Marketing toolkit

To support the activation of The Macallan Experience, we created the APAC marketing toolkit – including the key visual asset – for the local markets

INVOLVE Score

78%

Idea

To support the activation of The Macallan Experience APAC, we created the regional marketing toolkit (including campaign assets, templates and website UX and design) for the local markets – Singapore, Hong Kong, China, Taiwan, Japan, Vietnam and Australia – to execute.

Approach

Curation of the regional marketing strategy into a 70 page toolkit which included: Key Visual Asset (stills and video animation including bespoke sound effects), logo creation & brand guidelines, website UX and design, copywriting, advertising assets, social media content plan (in 4 stages: Tease, Launch, Sustain, Post-Launch) with example copy posts, content production and template creation, general guidelines including community management, press release templates and usage rights negotiation.

Results

ROI: 1.08%
  • $2.2m+ in sales
  • 3m PR Value
  • 35% footfall conversion to sale
  • 4,200 recruits
  • 446.27% increase YoY branded search
  • 8.93% SEM CTR (ind. avg 1.91%)
  • Avg. 1.66% social engagement (ind. Avg. 1.22%)
  • 80.85% VTR
  • 50,000 + Unique website visitors (approximately 70% of total visits)
Play Video
The Macallan Experience - Key Visual Campaign Asset, whisky end frame
The Macallan Experience - APAC Marketing Toolkit - Display Advertising Guidelines
The Macallan Experience - Microsite landing page
The Macallan Experience - Microsite about The Macallan
The Macallan Experience - Key Visual Campaign Asset, water liquid
The Macallan Experience - Key Visual Campaign Asset, cask toast
The Macallan Experience - Key Visual Campaign Asset, whisky liquid
The Macallan Experience - Regional Marketing Toolkit, Logo Guidelines
The Macallan Experience - Regional Marketing Toolkit, Content Calendar
The Macallan Experience - Regional Marketing Toolkit, Content Templates

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The Macallan Experience - Key Visual Campaign Asset, whisky end frame
The Macallan Experience - APAC Marketing Toolkit - Display Advertising Guidelines
The Macallan Experience - Microsite landing page
The Macallan Experience - Microsite about The Macallan
The Macallan Experience - Key Visual Campaign Asset, water liquid
The Macallan Experience - Key Visual Campaign Asset, cask toast
The Macallan Experience - Key Visual Campaign Asset, whisky liquid
The Macallan Experience - Regional Marketing Toolkit, Logo Guidelines
The Macallan Experience - Regional Marketing Toolkit, Content Calendar
The Macallan Experience - Regional Marketing Toolkit, Content Templates

1 /

Sue-Ann Teo
Regional Digital Marketing Manager – Asia Pacific
The Macallan Logo
The partnership with Rebel & Soul was a natural fit for the Marketing Toolkit, given that they were our partners for the activation. Comprehensive toolkit and was made adaptable for the teams to adapt and execute. Thanks for the good work.

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