Results

Objective: The objective of the Glenfiddich 'Where Next?' campaign was to engage premium consumers aged 28-50, who are active on lifestyle and luxury shopping apps, and frequent international travelers. The aim was to drive brand awareness and consideration among a high-value audience in India, ultimately boosting brand engagement in a competitive market. Strategy: Glenfiddich & DDB Mudra, in collaboration with mediasmart, utilized advanced location intelligence to target high-end consumers with personalized experiences. The first step involved defining a 5km radius around elite golf courses in cities like Delhi NCR, Mumbai, Bangalore, Jaipur, and Hyderabad. This ensured that the brand engaged consumers in environments where they were most likely to appreciate and interact with the Glenfiddich brand. mediasmart used location data to identify individuals aged 28-50 years, high spenders on luxury apps, and frequent international travelers. This allowed Glenfiddich to connect with its target audience at moments when they were most engaged in premium experiences, maximizing brand resonance. Outcomes: Achieved a unique reach of 1.4 million users through precise location-based targeting Delivered a Video View-Through Rate (VTR) of 64.2% for videos longer than 30 seconds Recorded a Click-Through Rate (CTR) of 0.42%, reflecting strong audience engagement Successfully connected with premium consumers in high-impact environments, boosting brand consideration