With its "Whisky Advertising Done Different," Starward flipped the script on traditional whisky advertising, creating a sophisticated, data-driven, and digital activation that targeted younger and female consumers.
Objective
The strategic objectives of this campaign were to achieve a 46 percent increase in sales for Starward's core SKUs, Twofold and Nova, and to enhance national brand awareness and consideration.
Context
It was the first year of the campaign. Previous efforts for these products always tried to show how different Starward is from traditional whiskies. Even when the company was launched, instead of hiring traditional whisky craftsman, it hired brewers and winemakers to craft a distinctive Australian spirit that borrows as much from brewing and winemaking as it does traditional methods of distilling. The team's fresh approach to whisky-making challenged conventions and norms, and this has always been reflected in the brand's advertising strategy.
Target Audience
The campaign's primary target audience, known as "Flavour Seekers," encompassed young adults, both male and female, age 35 and under. These individuals were characterized by their preference for diverse taste experiences in the world of spirits, diverging from traditional whisky advertising's focus. They prioritized culinary experiences over traditional sports or music associations and were open to breaking away from gender norms. By understanding the unique preferences and behaviors of flavor seekers, the campaign effectively challenged traditional whisky advertising norms and aimed to resonate with those seeking fresh and unconventional flavor experiences, ultimately achieving outstanding results in sales and brand engagement.
Creative and Media Strategy
The creative and media strategies aligned seamlessly to reach the flavor seeker audience. The media choices were driven by the campaign's core message of breaking old rules and embracing culinary diversity. Real-time results informed ongoing adaptations in channel allocation and messaging to optimize performance. Localization efforts ensured relevance across different markets. Together, these strategies and their adaptability played a crucial role in achieving exceptional results in sales growth, brand awareness, and engagement.
A substantial portion of the campaign budget was allocated to mobile and digital channels, although the exact percentage cannot be shared. This allocation was justified due to the campaign's focus on reaching a tech-savvy, younger audience, who frequently engage with brands through digital platforms.
Digital and mobile channels were essential for reaching this audience effectively. They allowed for precise targeting and real-time data analysis, enabling the campaign to be adapted and optimized based on audience behavior and performance metrics. Additionally, these channels offered cost-effective ways to reach a wide audience compared to traditional media, maximizing the campaign's efficiency within the budget.
Enabling technologies, such as QR codes and digital performance campaigns, played a pivotal role in engaging the audience and facilitating interactions. These technologies streamlined the distribution of dining experiences and cocktail recipes, enhancing the campaign's impact.
In summary, the strategic allocation of a significant budget share to mobile and digital channels, supported by enabling technology, was a key factor in the campaign's success, contributing to impressive sales growth and brand awareness within the budget constraints.
The campaign showcased its sophistication by employing real-time data analysis for immediate adjustments. Digital performance campaigns and QR code integration exemplified the campaign's innovative media usage. The digital performance campaign, with its retargeting and programmatic targeting, optimized audience reach effectively.
Digital and mobile channels offered distinct advantages over traditional marketing channels. They provided real-time insights, enabling rapid adjustments based on audience behavior, which was crucial to the campaign's success.
Technology was well-matched to specific markets and demographics, ensuring localized messaging and resonance with diverse audience segments. The campaign leveraged technology seamlessly, integrating it into various campaign elements to enhance engagement and optimize results.
Before the campaign, Starward, an independent Australian whisky distillery, faced a marketplace dominated by top brands adhering to traditional whisky advertising norms. The whisky market targeted primarily male drinkers, often associated with sports or music, and featured hyper-masculine content. This approach alienated younger and female consumers, and Starward aimed to break away from this mold. The campaign sought to tap into the trend of flavor-seeking consumers by highlighting Starward's unique flavor profile. The brand aimed to significantly boost sales and grow national awareness among a more diverse audience in a market saturated by established competitors.
The campaign undeniably achieved its objectives and goals. It not only met but significantly exceeded its sales targets, with a remarkable 132 percent sales growth for Twofold and 110 percent growth for Nova. These outstanding results set new records for growth and sales value in Starward's core SKUs.
Moreover, the campaign successfully elevated national awareness and consideration for the Starward brand, evidenced by the substantial growth in visit session times (68 percent) and branded search term volumes (109 percent).
The campaign's success validated the unconventional approach of breaking away from traditional whisky advertising norms and targeting a broader, flavor-focused audience. It positioned Starward as a brand that embraces innovation and challenges industry conventions, setting it apart in a competitive market.
As a result, the campaign likely influenced the brand's future utilization of creative and innovative advertising strategies. Starward may continue to prioritize digital and mobile channels, recognizing their effectiveness and the importance of staying adaptable to evolving consumer behaviors. The campaign's triumph serves as a powerful testament to the benefits of pushing boundaries and thinking differently in the world of advertising.
