We developed The Glenlivet’s global online strategy, immersing customers in the brand story –
‘the one that started it all’.
www.theglenlivet.com

The Glenlivet is the original single malt, established in 1824, it is number one in America and number two in the world.

The Challenge

We had already created an online members club for the brand, and ‘The Guardians of The Glenlivet’ was proving very popular. The Guardians welcome pack includes a personalised metal membership card and a key to the distillery and we were briefed to continue the ‘surprise and delight’ theme. We took The Glenlivet brand where no other whisky had gone before and embraced the Web 2.0 wave.

The Solution

When Guardians log in to the members-only part of the site they now land on their own personal homepage which they can customise. The homepage is made up of seven modules that Guardians can choose, drag and drop into any position on the page to prioritise their favourite. The modules range from video tasting notes on popular expressions to a photo gallery of evocative Glenlivet images; and from the current weather at the Glenlivet Distillery through to the latest competition. Live streaming images from the distillery and a members’ forum are part of the ongoing development programme. Guardians can also import their own photo and select a kilt to create a unique avatar in their likeness, as well as choosing a main photo and several colour schemes for the homepage.

The Results

The personal homepage has been hugely popular with over 30% of members creating their own homepage.

The personal homepage has also impacted the average time spent on the site, which has increased threefold from 1.26 minutes to 3.88 minutes per visitor.

The Guardians newsletter prompts an open-rate of 45%, which is a massive 100% higher than the industry average of 22% for branded newsletters.