Background
Edradour was the smallest whisky distillery in Scotland, with a microscopic marketing budget to match. They needed to make a name for themselves, but weren’t sure how to go about it.
Solution
When I was asked to look at their strategy I decided that their smallness was their biggest asset. While there was no money for regular marketing campaigns, what they did have was a website – and a canny approach to developing it could give their reach and reputation a real boost.
I therefore devised a campaign with the tagline of ‘Enjoy Life’s Small Victories’ and wrote half a dozen short stories on that theme that were used as introductions to the website. If you entered their URL, a short teaser to one of these stories would appear at random. Visitors could then click through and read the entire story (which naturally involved sharing a dram of Edradour).
The tales covered subjects such as fishing, chess, shooting, golf and even stone skimming. Having a random selection of stories encouraged repeat visitors to the site. And as well as the stories, they could read about the distillery, the whisky and its heritage.
Results
The campaign was very popular and ran for well over ten years – a lifetime in internet terms – making Edradour better known and more popular than many other much bigger distilleries.
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