The objective was to drive awareness, familiarity, and trial of Dewar’s 12 and to push peer-to-peer gifting of Dewar’s 12 as a way to enrich the time friends spend together and celebrate milestones like Fathers Day.
RESULTS
• The primary campaign generated 113MM Impressions
(exceeding the planned unit by 37%)
with ESPN generating the majority of impressions (49%)
• All partners drove strong LPR’s with Amobee generating the highest
(94% more than the benchmark)
• Custom articles drove strong engagement performance via Page Views and Shares
• AskMen custom articles exceeded the benchmark by 72%
• A Plus articles successfully generated 22x more page views than the average benchmark
• ESPN successfully exceeded the Video Completion Rate benchmark by 15%