Situation:

Geronimo, an integrated creative agency chose Knexus as their technology partner to deliver the Grant's Whisky online video campaign.

Grant’s Whisky was not scoring as highly as its competitors when it came to brand loyalty. Consumers were not aware of what the brand stood for and were easily tempted by other whiskies once the Grant’s price promotions were over. That's why Geronimo created unique and engaging video content that was brought to life using the Knexus technology.

Challenges:

Production and distribution of original video content has been a central element of Grant's strategy for the sucess of the campaign, i.e. driving brand awareness and community engagement. The increasing demand to provide high-quality viewing experiences with integrated social interactions, has introduced complex requirements for Grant's online video operations.

Grant's realised that the process of publishing and distributing high-quality, ad-supported video experiences is time consuming and cost prohibitive. They needed the right technology to virally share and interact across multiple platforms that encourages and facilitates user engagement.

The Story Tale Video campaign, which Grants launched through Geronimo, is based on a number of story telling videos built around the Grant's Whisky brand, which are voted by the community for the best story and then awarded in the Grant's National Story Telling Competition.

Objectives: 

• Drive brand awareness through leveraging existing content
• Increase engagement with online audiences
• Retain and increase Grant's database of registered users
  
  

Solutions:

• Grant's is leveraging the cloud-based Knexus Social Content Widget to deliver first of its kind live streaming video stories across different platforms
• The campaign is brought to life through Facebook encouraging people to vote for their favourite story and engage with the Grant’s brand.
• Using the Social Content Widget the Grant's videos are easily featured on grantswhisky.com. Classic FM and Smooth FM websites.
• Grant's customized the video pleayer look & feel to reflect their brand using the multiple predefined design templates.
  
• The widget provides integrated social interaction capabilities tailored for the respective websites, allowing users to vote and like the videos and to
  
• Powerful admin panel allows Geronimo to moderate, syndicate and measure content in real time across platforms, providing a dynamic and reactive campaign
• Analytics plug-in was specifically developed for the Widget to provide comprehensive and powerful analysis on the videos popularity, viewers, likes, and user behaviours.

• Improved site traffic through viral video distribution, more effective SEO and stronger social engagement with the Grants community
• There has been a 500%+ increase in visits to the True Tales Facebook tab since the start of the campaign.
  
• Grant's UK Facebook fan base has tripled.
• Grant's received more than 5,000 competition entries through Classic FM, Smooth FM and grantswhisky.com with 1/3 of the entrants opting in to further communications from Grant’s.