HOW DID WE CREATE THE LOCAL IMAGE OF AUCHENTOSHANDIGITAL MARKETING
One of the main challenges faced by the global economy consists in finding balance between actions of an international reach and those aimed at the local recipient. In the end, the product is chosen by specific people, in specific locations of the world - it is necessary to reach precisely them on the communicative "finish line". TESTA Communications undertook to translate the character of the Auchentoshan brand into the language of Polish recipients.
LOCATE THE IDENTITY
Even though cultural differences between the residents of distant parts of the world seem to get smaller with each year, we still use national languages on a daily basis and refer to slightly different narrations living in different market realities. When we started our cooperation with Auchentoshan – a producer of Scotch whisky – the brand communicated with all groups using one, international language. As a result Polish recipients had doubts as to the basic issues concerning the brand, for example, whether Auchentoshan is available in Poland. We proposed creating the brand’s Polish channels in social media, where we would be able to publish content tailored to local needs, and we’ve prepared a precise plan of cooperating with influencers who have a strong character.
THE POWER OF MEETINGS
The basic components of Auchentoshan’s identity consist in an uncompromising approach and willingness to break the convention. It is a high-quality single malt Scotch whisky that meets the needs of connoisseurs and is perfectly served in a traditional form. However, instead of following the well-known path, Auchentoshan decided that their whisky is also a great base for cocktails (mixing single malts with any additives is unthinkable for purists) and tastes as good in a traditional glass as in proprietary metal cups. It is a whisky for open-minded people with passion, who on the one hand have a strong vision and character, and on the other hand are not afraid to question their own beliefs. We have based our strategy on this approach. We chose 16 people with a clearly defined identity – these were micro and midi influencers, with a clear and engaged audience. We’ve matched them in pairs, and published reports from their meetings on the new, Instagram channel Auchentoshan -@idealnepolaczenie. For example, we brought together Karolina Limbach with Mike Dudek, Bovska with Thomaz Domański, and Kamil Baks with Vitek Chłus. Reports from the meetings reached the recipients directly from the channels of the influencers and through the Auchentoshan profile. Additionally, we’ve organized creative shipments to 70 microinfluencers who published unboxings.
THE PERFECT COMBINATION
Thanks to working with influencers, we’ve managed to build a base of recipients of the Polish Auchentoshan channel. All content published on the channels of influencers is accepted by us – thanks to this, despite being present on many channels, we maintain a coherent language in all materials. Thanks to the giveaway and influencer campaigns, a large base of materials to be reposted on the @ideanepolaczenie channel was created, and the Auchentoshan brand is becoming more and more recognizable among local audiences. This is no accident. We are able to connect people around brands and create a context for effective communication.