Case Study

A whisky brand launches an initiative and drives petition signatures in an innovative way

Key results

The opportunity

Buchanan’s (), a Diageo whisky brand, wanted to start a movement to help establish June 21 as the official date for Father’s Day in Mexico. The initiative aimed to give Father’s Day a fixed date as opposed to the traditional third Sunday of the month. The brand wanted to engage and mobilize its audience with a campaign and gather signatures from those supporting the initiative.

The strategy

To drive awareness of the movement, used Promoted Video and multiple key influencers to create relevant content a few weeks before Father’s Day. The brand then invited users to join the conversation with the Promoted Trend () and show their support by signing the petition with a customized Poll Card.

Use innovative tools that adapt to needs.

worked with Twitter to develop a customized Poll Card to make it easy for supporters to sign the petition. Instead of asking a question, the brand used a single option for the Poll Card and invited users to back its initiative by simply clicking “Sign here.”

Use influencers who share your brand values.

engaged local celebrities to generate content. Musician Leonardo de Lozanne (), TV presenter Jorge Van Rankin (), and actor Humberto Zurita () along with his son, Sebastián Zurita (), were the main ambassadors, and invited the audience to show their support through the campaign’s videos. used its influencer content as auto-reply for users engaging with the Poll Card.

Focus targeting and generate engagement.

Using as a Promoted Trend, increased its campaign’s reach a day before Father’s Day. The brand encouraged Mexican men and women aged 25 to 50 to join the conversation by thanking their own dads. It also targeted users by interests, such as liquor and spirits, and by life stages, such as dads and newlyweds.

The success

achieved 3.86 million impressions and more than 33,000 plays, reducing its cost per view to US$0.33. saw 6.03 million impressions, an engagement rate of 3.45% and 22,614 total mentions. The hashtag trended organically after the end of the campaign.

Poll Cards helped gather more than 11,700 signatures and more than 3.76 million impressions. A Millward Brown brand effect survey showed a 17 points’ lift in purchase intent (whisky drinkers vs. control group in engaged ad recall) and a 46% increase in the brand’s product sales for June.

Twitter Poll Cards allowed us to be very direct with the petition and to obtain a quick response from the audience. Poll Cards can also be used as a research tool; they helped us better understand our audience and capitalize on this knowledge."

Jorge Calleja, Brand Director, Diageo

Solutions used

Audience targeting

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Creative canvas

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