The Glenlivet case study

The Challenge
Reach the correct high-net-worth individual audience, individuals that have both the affordability and resonance with The Glenlivet brand.

Driving awareness and acquisition for The Glenlivet Guardians. Position The Glenlivet and The Glenlivet Guardians correctly to the target audience, driving an always-on approach.

The Solution
Utilised LinkedIn’s 18+ targeting parameters to identify the Mass Affluent and relevant audience segments, before the campaign.
Utilise Demographic reporting during the campaign for continuous optimizations.
Dynamic Ads to acquire followers, and drive registrations and interest in The Glenlivet Guardians. Focus on Sponsored Content for educational purposes and to drive further registrations.

Key Takeaways
In Africa, brands cannot advertise alcohol use on the LinkedIn platform. However, instead of discussing consumption in general, brands may highlight aspirational and luxury characteristics of their items.

The Glenlivet adhered to LinkedIn’s guideline of not uploading photos of alcohol bottles or prices;
instead, they focused their campaign on appropriately portraying The Glenlivet and The Glenlivet Guardians to the target audience through an upliftment strategy.

The Glenlivet executed a successful campaign on LinkedIn while adhering to the platform’s alcohol advertising rules and regulations.

INDUSTRY: Distillery
NO. OF EMPLOYEES: 10001+ employees
HQ LOCATION: South Africa


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