Charting a course of discovery with Compass Box Scotch Whiskymaker
Michael Salmon, Ally Ebdon, Kelly Wong
Compass Box Whisky is a renowned whisky brand known for its innovative and artisanal approach to blending spirits.
The brand was founded by John Glaser, a maverick who is passionate about pushing the boundaries of traditional whisky making.
They create unique and exceptional blends by carefully selecting and combining different malt and grain whiskies. Their belief is that blending allows for greater complexity and depth in flavour, enabling they to craft whiskies that are distinct and memorable. They even coined their own unique title of “Scotch whiskymaker” to reflect the art of the blend.
From humble beginnings in London, Compass Box has grown to become an award-winning trailblazer. Our role was to help a global audience discover Compass Box in their own "journey of deliciousness".
Compass Box came to tda! looking for a digital partner. Our challenge was to build on the exceptional spirits and beautiful bottle artwork to do three things:
- Introduce more people in the world to this great spirit.
- Share whiskies with great stories behind them, created by makers of wonderful intent.
- Educate and engage whisky enthusiasts, fostering a deeper appreciation for the art of blending.
tda! were asked to provide digital expertise that would bring the Compass Box brand and ethos to whisky enthusiasts globally.
A collaboration between Art and Science
Compass Box Whisky is a brand that embraces innovation, transparency, and craftsmanship. It is a collaboration between art and science. To align with the brand and its consumers, we thought of our strategy in the same context.
Our suggested approach of setting goals and objectives, understanding target audiences and defining KPIs was, as Jennifer Aniston would say, “the science bit”.
However, the artistry was in crafting an outstanding digital brand experience to engage with our audiences. It was the interplay of thoughtful and creative design, a stand-out brand, witty wordplay and striking communications that captured the imagination.
A voyage of discovery
We set out to identify where our most likely consumers reside online and enticed them with beautiful and thought-provoking campaigns. The intention was to take our audiences on a voyage of discovery. We introduced them to many exciting ways to experience their whiskies - a serve, a pairing, a cocktail, a story or a meal.
We wanted them to think; “It’s an adventure, for me, for my senses. And, it’s an experience and a story I can share”.
Paid social media was used to both target audiences and amplify the campaigns while organic was used to engage with consumers.
We used data and analytics to provide key signals as to where an individual’s relationship with the brand resided and we began fostering a relationship with our audiences providing suitable and tantalising content at the right time.
Using a campaign-led approach aligned to themes, whiskies and special releases we have engaged whisky novices and enthusiasts alike in over ten campaigns.
Our varied tactical activity has provided value to both consumers and the brand. We have launched whiskies such as Vellichor, which is supposed to evoke the wistful, aromatic atmosphere in second-hand bookshops. And we have used persuasive design techniques to encourage users to add-to-basket, to buy and to recommend.
A perfect pairing
We have been proud to team with such an ambitious partner in Compass Box. In our view, they are one of the most boundary-pushing Scotch whisky-makers in the World. In Founder John Glaser’s words; “I’m not trying to be a rebel. This isn’t about rabble-rousing, or seeking attention, but we did set out to make a change.”
One of the key principles of Compass Box is transparency. We emphasise the importance of providing detailed information about the components and ages of the whiskies used in their blends. By sharing this information, Compass Box aims to educate and engage whisky enthusiasts, fostering a deeper appreciation for the art of blending.
In the past two years, our results have been significant, with each a milestone on our journey.
We have reached over 6.5 million people and prompted 14 million engaged impressions. Our newsletter acquisition also increased by approximately 430%. Sales figures, whilst confidential, have been incredibly encouraging and are attributable to campaign activities.
We believe that our work to date has challenged pre-conceptions and allowed many whisky enthusiasts around the world to begin their own "journey of discovery" with Compass Box Scotch Whiskymaker.