Double Ageing Has Never Been Better

BRAND

Dewar's

COUNTRY

China

region

Asia

Duration

2020

SYNOPSIS

4 Key opinion leaders across 2 different platforms collaborated with Dewar’s to introduce double aged whisky through fun and engaging content. The content showcases literal ‘Double Ageing’ and its effect on the lives of the creators. In each narrative, the creator either outperforms their younger counterparts or shows the transition from good to better with ageing in a tasteful manner.

3 Million Views

2X visits on the brand online store after the release of content.

33,000 Conversations

Driven organically with the first-ever creator led campaign for the Brand.

4 Content Pieces

Tapped into 2 of the most popular and widely used social media platforms.

In a world of cognac and single malts, the beauty of a smooth double aged whisky can be often missed. What better way to bring forth awareness for a double aged Scotch like Dewar’s, than to collaborate with four key opinion leaders across the two largest social media platforms in China, Weibo and Douyin. Dewar’s Double Aged Scotch was introduced in the market through a larger narrative by showing the audiences literal ‘Double Ageing’ and it’s effect in the lives of our creators which ties back to the brand. Much like the reason behind double ageing the whisky, we were able to establish the transition from good to better in the lives of our creators through relatable and entertaining content, along with a direct link to commerce.

With a pre-existing evolved digital and commerce landscape in China, all 4 videos across Weibo and Douyin were linked to the Dewar’s online store, JD.com for direct sales.

On Weibo we collaborated with Roxiu and SuperBtai, creators who are known for their style of creating humorous videos in a sketch format. Roxiu rightly tapped into the karaoke culture in China by creating a ‘Take Over’ video where she and her friend can be seen dominating the spotlight and not allowing anyone else to sing. Except, when they are tired 2 older gentlemen sipping on Dewar’s suddenly take over and prove to them that ageing has allowed them to grow as singers. SuperBtai took an alternate route by associating double ageing with success in life through a storytelling narrative. With his multifaceted approach, he shows his fans all the amazing times he had when he was younger and compares it to his life now which seems to have gotten better and more fulfilling with time.

On Douyin, we took the short format content route to create eye-catching, snackable videos with the well-renowned music duo Sam Lim & MC Han and entertainment vlogger Niguanshu. We hosted a ‘Double Aged Music Battle’ between MC Han and Sam Lim where both artists mix famous songs with modern electronic music in synergy to create a fusion between the two and end up collaborating towards the end. Both artists nailed the music and the video to bring forth ‘Double Ageing’ as the core messaging through music and reviving older songs with modern beats. Niguanshu on the other hand, double ages himself in his video to impress a slightly older lady who initially shot him down for a dance. In a very tasteful and comical manner, the creator establishes the transition from good to better through dancing.

Creating content for awareness building is one thing and driving sales through content is another. With a pre-existing evolved digital and commerce landscape in China, all 4 videos across Weibo and Douyin were linked to the Dewar’s online store, JD.com for direct sales. Each video had a call to action asking fans if they have ever double aged and whats their take on this in their lives.

Double Ageing Has Never Been Better

3 Million Views

33,000 Conversations

4 Content Pieces

Video Gallery

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