Launching Turasdana’s First Limited Edition 33-year-old Whisky
Discover how Evolare Digital elevated Louise Aitken-Walker's commemorative whisky with targeted email and Influencer campaigns, achieving a 43% open rate and global rally enthusiast engagement.
Email Marketing, Influencer Campaign (Social media)
GMass/ GMail & Instagram
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Project Overview
In the exhilarating world of rally motorsport, few names shine as brightly as Louise Aitken-Walker MBE. 33 years after her FIA Ladies World Rally Championship Triumph, Louise celebrated her Scottish heritage and passion for whisky with the launch of a 33-year-old Invergordon Single Grain Whisky. Presented in a photographic led gift box, using photos from Louise’s collection, it has brought her remarkable story to life.
Available exclusively from turasdana.com, who provide exclusive access to extremely rare and exceptional small parcels of unique spirits.
Evolare Digital was approached to raise awareness of this exceptional limited-edition whisky to the rally enthusiasts.
Execution
To build on the initial press coverage on motorsport sites like DirtFish following the launch, we were tasked with expanding reach to motorsport clubs within the UK and avid rally fans across the globe.
Ahead of Christmas 2023, we conducted an email campaign to over 660 motorsport clubs within the UK achieving a 43% open rate and 9% CTR. This campaign consisted of a personal message from Louise to each motorsport club, sharing her story and a tracked link to her whisky listing on turasdana.com.
To broaden reach in the new year, we executed an Instagram campaign using influencers to expose the brand to financially mature rally enthusiasts. This campaign featured free shipping codes unique to each influencer to track direct purchases and was supported by remarketing activity via their eCommerce platform.
Results
This campaign garnered substantial engagement from the motorsport community in 38 countries but also fostered a deeper connection between enthusiasts and Louise's remarkable story.
Email Campaign KPIs
- 668 UK motorsport clubs targeted
- 979 unique recipients
- 43% open rate
- 9% CTR
Instagram Campaign KPIs
- Rally enthusiasts reached in 38 countries around the world
- 66.5K rally enthusiasts reached
- Achieved a £16.15 cost per 1,000 unique Instagram users within the rally community
Don't take our word for it, take theirs!
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"Working with Lynn has been a pleasure and seamless. She instantly became an extension of our team. She is inciteful and naturally strategic, combining her creative thinking with real market understanding to deliver clever effective campaigns that target our consumers. Her follow-up meetings and reports are meaningful and robust, allowing us to have a real understanding of the campaign's effectiveness. Lynn is a true asset to any business and a clever creative individual."