To reinforce Bushmills as The Pioneers of Smooth Single Malt, we delivered a targeted campaign across Meta and YouTube in the UK. The campaign aimed to increase awareness of Bushmills among Scotch and single malt enthusiasts while challenging perceptions of Irish single malt whiskey through engaging video storytelling.
Reach a highly engaged audience of single malt drinkers and build stronger consideration for Bushmills by changing perceptions of Irish whiskey within a competitive premium spirits category.
Using a video-first strategy, we leveraged long-form creative to tell the Bushmills brand story and short-form content to capture attention across Meta and YouTube.
The campaign focused on maximising reach and engagement with relevant audiences, with a Meta Brand Lift Study conducted to measure the impact of the campaign on brand recall and purchase intent among exposed audiences.
The campaign reached 4.8 million+ people across Meta and YouTube, achieving strong engagement rates of 31%+ on both platforms and well above platform cost per engagement benchmarks. Meta Brand Lift results showed that audiences exposed to the campaign were 3.3x more likely to recall Bushmills advertising and 15% more likely to purchase, demonstrating the campaign’s ability to strengthen brand awareness and influence consumer perception.
