In 2010 Gordon & MacPhail came to Alienation Digital in order to update its online presence and better represent its range of brands on an international platform.
The initial revamp involved a complete redesign of the original Gordon & MacPhail website, in line with the launch of a specially developed microsite for its Generations brand.
Over the course of the following 6 months Alienation undertook a process of expanding and enhancing the core G&M platform, in order to show off the multifaceted aspect of the business (bottler, wholesaler, retailer, manufacturer and distiller), as well as its range of commercial brands.
The Gordon & MacPhail Generations campaign microsite was developed to support the launch of one of the oldest single malt whiskies in the world. Alienation was challenged to realise an online story which began over 70 years ago, marked by specific dates within the Gordon & MacPhail calendar whilst mirroring this with key world events in the chronology.
Getting to know the business
Alienation sat down with Gordon & MacPhail to get a thorough understanding of their complex business model, which consists of 5 different business facets.
From these discussions Alienation decided to develop one central G&M website which united these facets and one separate branded website for the distinct Benromach range.
Organistional Analysis Outcomes
Marketplace & Competitor Analysis
Alienation conducted thorough keyword and competitor analysis for Gordon & MacPhail, in particular for the Benromach brand, to establish positioning opportunities and gain a clear overview of the marketplace as a whole.
This research allowed Alienation to identify the ways in which Gordon & MacPhail could better compete online and analyse the ways in which competitors were achieving success. In addition, this information formed the basis of a new content strategy for each site and the overall digital strategy.
Getting to know their customers and the social space.
With objectives to target the Benromach brand towards a younger demographic, Alienation conducted persona analysis and evaluated the social spaces occupied by this target market. From this we were able to develop a number of concept ideas for content, campaigns and marketing communications, which reached out to this audience with relevant messages and through relevant channels.
The timeline is manoeuvred with the Generations bottle - highlighting the liquid history and journey of the whisky from distilling to bottling.
Gordon & MacPhail - An Evolution www.gordonandmacphail.co.uk
Alienation underwent an iterative process to develop a number of design concepts that truly represented the brand.
Initial Site Design
The 0.5 site was developed in line with the Generations microsite and was Alienation's first exposure to the brand.
Final G&M Design
The final site is the central portal for G&M.
Other Little Treats www.gordonandmacphail.co.uk
What makes it innovative?
Integration with ‘Tasting Notes’ Database
In order to promote the brand’s full range of whiskies and create a relevant online resource, the site was built to link dynamically with Gordon & MacPhail’s extensive in-house tasting notes database, which will simultaneously update as they continue to add new ranges and information, and help to avoid duplicate information being output.
Alienation has built a bespoke, advanced tasting note filter on the website that allows visitors to refine their search by a variety of factors (i.e. range, distillery, age, etc), pulling through relevant results from the database. Alienation has also enabled the system to categorise products that have won awards to highlight the brand’s achievements and stature. This synched system maintains a consistently up-to-date and pertinent resource, from which users can identify new products that meet their requirements, ultimately enhancing their loyalty and involvement with the brand.
The Queen’s Diamond Jubilee Glen Grant www.gordonandmacphail.com/diamond-jubilee
A special launch for an extra special event, Alienation was tasked with producing a unique, single page, scrolling microsite to support the launch of the Glen Grant 60 Year Old Single Malt Scotch Whisky, which utilises bold imagery and clean design to emulate the quality and finesse of the product.
This limited edition range was launched in celebration of the Queen’s Diamond Jubilee 2012.
The site’s design incorporates clear links to social media to encourage engagement with site content and to generate
a buzz around the product’s launch.
How has this solution helped Gordon & MacPhail
- 1000 over visitors in one day
- 3000 visitors in first week
- 60 markets worldwide
- 7000 visits every month
Over 1,000 visitors on day one. Site maintained strong visitor traffic and increased brand awareness, with 3,000 visitors in the first week alone. Within one week the site had already attained a global audience with traffic coming from over 60 key markets worldwide, including the US, Canada, Sweden, Germany and the Netherlands. The site continues to enjoy high volumes of traffic, with approximately 7,000 visits every month and an average new visitor rate of 70%.
- Cross platform functionality
- 3000 over visitors in week one
- auction Charity promoted through site
The Generations site received over 3,000 visitors during the week of launch, from 63 countries worldwide. The timeline is accessible on touch devices, delivering the same user experience across platforms. In addition, the Glenlivet 70 Years Old auction for the Japan quake and tsunami sufferers was promoted through the Generations site, and a bottle was auctioned off for a massive £15,000.
- 40% Sales increased in 2012
- 2000 over visitors every month
- 100 different countries worldwide
- 50% more than visits from organic search
The site welcomes well over 2,000 visitors every month from more than 100 different countries and has supported a boost in sales of 40% in 2012 compared to 2011. The website enhances the brand’s positioning, introducing the brand to a younger target market and promoting a more international presence, with strong growth in key markets such as China, the USA and Sweden. More than 50% of site traffic comes through organic search thanks to well optimised content and efficient digital marketing.
- 600 over visitors on day of launch
- 1300 over unique visitors in the first month
The site helped to promote this exclusive range to an international market, whilst also raising brand awareness for the Gordon & MacPhail brand.
What they said
We are delighted with our new website, designed by Alienation Digital, and also with both the number of visitors to it and the positive feedback we have received since launch. Without a doubt the web is our shop window to the world with the US - where the Glenlivet is the top-selling single malt - one of many key global markets and Generations is a range which is attracting interest there, backed by the superb microsite dedicated to it.”Richard Urquhart Marketing Gordan & MacPhail