The Macallan Global Travel Retail – The Harmony Collection Fine Cacao Release

The Macallan, a key brand under Edrington Group, was set to launch a new collection in their travel-exclusive range. However, no offline-to-online strategy had been planned for their in-store activations. Without an O2O strategy, the customer journey would be fragmented, isolating the opportunity to engage with customers to the in-store experience only. This would also be a missed opportunity for data collection, a key component to better understanding customer behaviour and campaign performance.

Planning & Execution

RFI Asia identified this issue and proposed an integrated marketing strategy centred around creating a comprehensive online-offline-to-online (O2O2O) journey for customers, reaching them at various touchpoints in their travel journey, as well as different stages of their relationship with The Macallan brand.

To bring awareness to the product release and the in-store activation, a global integrated marketing plan was developed across organic, paid and third-party channels, including industry trade media, KOL, and retailer channels. In addition, as the brand relies heavily on sales revenue from duty-free retailers, retailers’ websites and social media channels were leveraged to reach lower funnel audiences and increase awareness of the in-store activation.

RFI Asia also created an Augmented Reality (AR) experience for the in-store activation to engage users, bringing them to The Macallan’s digital channels. Through the AR experience, users were driven to a mini-site where user data was collected, and the product story and brand’s sustainability initiative were shared; three key objectives of the campaign.

The registered user data was then added to the brand’s wider CRM list and users were sent an email inviting them to join The Macallan Society, a way for the brand to continue engaging with potential customers.

Effectiveness / Results

By focusing on the complete O2O2O user journey, The Macallan reached new audiences online, increased traffic to their boutiques and retailers, and brought offline users back to their digital channels. With the help of RFI Asia, 28,000 registrations were collected globally through the AR experience. By engaging with users on digital channels, data was also more readily available, allowing for a deeper analysis of consumer behaviour and campaign performance, thus providing more insights for optimising future campaigns.

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The Campaign Asia-Pacific Team