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Cases

The Macallan

The Macallan, one of the world’s most prestigious whisky brands, aimed to strengthen its position in the Netherlands and increase brand awareness within the luxury segment. In collaboration with FD Mediagroep, a cross-media campaign was developed around the podcast De Stijlpastoor, supported by print, radio and online channels. This resulted in a significant uplift in brand awareness and purchase intent.

The Macallan

Resultaten

60%
increase
in brand awareness
10%
uplift
in emotional brand perception
20%
increase
in purchase intent
43%
higher content score
credibility

Challenge

The luxury market is growing, but highly competitive. The Macallan sought to differentiate itself as a handcrafted, premium whisky brand.

The key challenge was reaching the high-net-worth audience (W1), who value quality, style and authenticity.

Beyond awareness, the objective was to drive positive brand associations and stimulate purchase intent.

Strategy

Audience Alignment

  • Targeting FD readers and BNR listeners, who are strongly over-represented in the highest wealth segment (index 250) and in whisky consumption (index 171).

Podcast as Core Medium

  • De Stijlpastoor, hosted by Arno Kantelberg, proved a strong fit with the lifestyle and luxury orientation of the target audience.

Cross-Media Amplification

  • 20 podcast episodes (spring and autumn 2023)
  • Campaign launch supported by print, radio, online display, digital audio and newsletters
  • Always-on support through banners, FD Persoonlijk, audio and branded content pages

Campaign Execution

  • Podcast: Sponsorship and branded content integration in De Stijlpastoor (20 episodes)
  • Print: Advertisements in FD and FD Persoonlijk, aligned with the luxury brand experience
  • Radio & Audio: BNR commercials and digital audio placements
  • Online: Display banners, newsletter advertorials and branded content pages featuring The Macallan

Results

Cross-media research (Memo²) delivered the following results:

  • Brand awareness: +60% within the luxury target group
  • Purchase intent: +20% (statistically significant)
  • Brand image: +10% uplift on craftsmanship, quality and authenticity
  • Podcast impact: 43% rated the content as highly credible, 39% as highly appealing
  • Print advertising: Above-average scores on emotional impact and newsworthiness

“De Stijlpastoor and FD Persoonlijk proved to be a perfect match for introducing The Macallan to a high-net-worth audience. The credibility of the content and the cross-media amplification resulted in significant growth in brand awareness and purchase intent.”

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