Glenfiddich

Agency: 8 Million Stories Ltd

Glenfiddich worked with 8 Million Stories (8MS) to increase brand exposure in search. The campaign resulted in 145 per cent year-on-year revenue growth for their online shop.

The Challenge

Founded in 1887, Glenfiddich is part of the William Grant & Sons portfolio of brands and the world’s most awarded single malt Scotch whisky. 8 Million Stories (8MS) began working with the Glenfiddich team in 2013 to increase brand exposure in search.

The Strategy

Our core objectives have been to maximise brand exposure in organic search while also increasing brand consideration of Glenfiddich products in the gift purchase cycle via paid search.

From an SEO perspective, the 8MS team have implemented a full strategy optimising Glenfiddich’s portfolio of websites from a technical, content and international perspective. At the same time, a local strategy was developed around the famous Glenfiddich distillery in Dufftown. This included a Google Street View tour—a snapshot of which can be seen opposite.

Paid search has been carefully used to capture users early in the purchase cycle for the range of whisky and gifting products. This has been supported by a Google Shopping ad campaign and overhauling the existing generic keyword strategy.

The Results

  • Organic traffic grew 70 per cent year on year (2013 vs 2014)
  • Integrated SEO and PPC strategies have led to 145 per cent revenue growth in their online shop year on year
  • Success of UK campaigns has led to roll out internationally to ten further countries.