Objective

Launch The Harmony Collection via an offline-to-online strategy to reach customers at various touchpoints in their travel journey, as well as different stages of their relationship with The Macallan brand.

Strategy

Developed a global integrated marketing strategy across organic, paid and third-party channels, incorporating industry trade media, KOLs, and retailer channels, as well as created an Augmented Reality (AR) experience for the in-store activation.

Result

The Macallan successfully expanded their online audience, boosted traffic to their boutiques and retailers, and encouraged in-person shoppers to interact with their digital channels.

28,000+

Global registrations through the AR experience

118M+

Impressions across paid, owned & partner channels

20%

Conversion rate (through AR Experience)