Diageo came to us with one simple but lofty ambition: Make HAIG CLUB™ the must-have gift for Father’s Day. The premium single grain whisky from the House of Haig in partnership with David Beckham comes with a premium price point. And at £45 a bottle is significantly pricier than the average spend on Father’s Day; just under £10 in the UK, three times less that of Mother’s Day.
There are over 7 million searches for Father’s Day gifts each year that return a whole host of low value, novelty gift ideas. Father’s Day was clearly an occasion with huge untapped potential, overlooked by brands and retailers. With little else on offer to shoppers, year on year they reverted to buying inexpensive gifts on the premise that our father’s “don’t really mind” a trivial token of appreciation.
Celebrate in Style HAIG CLUB™ inspired shoppers to raise the stakes this Father’s day with a gift of unmistakable quality and style. The key to our strategy was to target intent. By intercepting gifting traffic and recognising key behavioural signals we drove visibility of HAIG CLUB™ at the most relevant moments to remind people of the brand at the moment of purchase. We created disruption in offline channels including Grocery, Luxury, Specialists, GTME and On Trade, flexing our positioning and messaging according to the shopper mission. In the UK the activity was enhanced with an eCRM campaign targeting gifters across the Diageo brand portfolio. Clear gift and luxury visual cues ran throughout all assets, our messaging framing HAIG CLUB™ as the only gift befitting of Father’s Day.
eCRM delivered an average open rate of 24%, peaking at 49% amongst HAIG CLUB™ customers and an average CTR of 6%, peaking at 23% again amongst HAIG CLUB™ customers. Whilst we cannot disclose sales data from retailers, one of our partners observed that for the month of June there was a 170% uplift in sales of HAIG CLUB™ versus the monthly average, the most successful trading period for the brand since Christmas.