Master of Malt Organic Social Content Switch

The Brief

Master of Malt have buzzing whisky-loving community, but were struggling to resonate whisky (and wider spirit drinkers) with a younger consumer. They wanted to use social to find these new people, continue to build on their community and deliver engagement-driven content.

The Execution

After spending time with the brand, analysing previous social media performance and getting my head around what has worked, what hasn’t and what the pain points are, I created lo-fi content to become more native in approach. From joining relevant trends, through to showcasing products with unboxings and hooks, I was able to use this content stream to showcase the brand’s slightly edgy TOV, and bring whisky lovers and new audiences together with content they’ll both resonate with.

The Results

In one month of taking over the accounts, and with this style of content, I was able to deliver:

Impressions up 19.9%

Engagements up 46.6%

Followers up to 525K