Case Study

Bearface Whisky

CHALLENGE: To launch Bearface Whisky online and raise awareness amongst whisky explorers. (Social Storytelling Strategy)

THE TASK
Raise awareness of new Bearface Whisky amongst hard to find whisky explorers and generate interest in trying it.

CHALLENGES
Whisky explorers are a niche group and hard to find. The bottle price coupled with limited opportunities to taste, is a strong barrier to trial.

CONSUMER INSIGHT
Whisky explorers actively seek recommendations from whisky influencers: bar staff, liquor store staff and social whisky influencers.

STRATEGY
To harness the power of the esteemed whisky influencers, we built an influencer program to share the Bearface story. Comprising of whisky lifestyle & travel instagrammers, whisky photographers, mixologists, bar consultants, whisky tasting network and a mural festival.

Collaboration

Collaboration is at the core of the Bearface brand, so we collaborated with each influencer to co-create or facilitate them to create unique content that played to their strengths and unique personalities.

The Campaign

We teamed up with eight talented influencers over the course of eight exhilarating weeks during the summer. Together, we created 220 pieces of captivating content that left a lasting impression. But that's not all! We also hosted three live social events, bringing our brand and influencers closer to our engaged audience. Join us in this immersive experience and witness the incredible outcomes of this dynamic collaboration.

Canada Day Weekend | Simultaneous activation of all influencers to launch program.

Live Mural Painting

At The Vancouver Mural Festival with pop-up bar.

Camping trip in Banff

The world’s most established whisky influencer went camping with four whisky photographers.

Media & Engagement Approach

Crafting an impactful narrative is just the beginning. I Like Storytelling not only had the compelling story and talented storytellers, but also a strategic approach to ensure its wide-reaching impact. By leveraging the influencers' Instagram accounts, we strategically promoted posts to their followers, targeted audiences similar to their followers, and curated a dedicated community of passionate whisky explorers known as the master Bearface audience. Together, we ensured that our story resonated with the right people in the right places.

I Like Storytelling's marketing consulting and strategy propelled Bearface's influencer program to surpass all key performance indicators and expectations.

Our strategic approach enabled us to effectively reach genuine whisky enthusiasts, inspiring them to engage with captivating content. The exceptional engagement rates speak for themselves, with the top four posts achieving up to 2.5 times the industry average for organic reach and a remarkable 7.5 times the industry average for paid reach, based on RivalIQ's Feb 2019 Social Industry Benchmark Report. Moreover, by promoting through highly engaged influencer audiences, we achieved remarkable cost savings of approximately 40% compared to the conventional brand account promotion method.

Content reached between 2.5 times and 7.5 times more people that industry average

Organic Results

Organic results were astonishing, especially given the social platform has been pay-to-play for many years.

Earned Results

The campaign took off in the social whisky world. Other influencers and consumers started trying Bearface Whisky, creating content and joining in the conversation with posts, videos and stories.

Let’s tell your Brand story.

Send us a note, and we will respond within 48 hours with next steps. We are excited to start this journey with you.