William Grant & Sons, is an independent distillery founded in 1887, with a number of spirits in their portfolio. Platinum Seed will be responsible for creating digital campaign content and managing all social media for Glenfiddich, Grant's, Hendrick's Gin, and Monkey Shoulder Whisky.
Online relationship management for the brands will include improving the online exposure for each brand and creating digital content that will strategically drive engagement and influence consumer behavior.
When defining the success of a brands online presence, Platinum Seed's social and content marketing manager, Mzo Ntuli, says engagement rates and interactions with the fan base are key. Creating talkability with an engaging target market indicates success in the reach and exposure of the brand. Grants engagement rate is 10%, which is well above the industry average of 1-2%.
As the number of people accessing social media via mobile technology continues to increase, so does the potential to reach larger audiences.
The ability to strategically tailor a message for a particular audience, is key to achieving high levels of engagement and in turn the success of the online presence of the William Grants & Sons portfolio of brands.
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