There is a growing trend among clients to look at branded content solutions. This is especially true for spirit brands as they face restrictions for TV advertising (excluded for any drinks over 20º) and even outdoor under certain circumstances. However, there is a lack of projects offering relevant content and only a few meet their objectives.

Media strategy works in 2 ways:

- Calling to action: we ask users to create their lyrics and generate content through social media, rich media and display campaigns.

- Bringing our branded content to users by implementing a digital platform (including website and Facebook, Tuenti and Twitter profiles, and YouTube channel) advertorial, blogging, TV appearances of the band on leading shows, partnership with top music station 40 Principals and national outdoor campaign.

Additionally, La Oreja de Van Gogh included brand content and messages in their social media profiles, covering over 2.000.000 followers.

Over 20.000 songs were received and evaluated by La Oreja de Van Gogh in order to choose the final lyrics.

The song created collectively in the project hits nº 1 on iTunes and gets into the Top 5 of the official radio charts.

Social media experienced a dramatic increase with 104.000 followers on Facebook, 27.000 on Twitter, 55.000 on Tuenti and over 1m video views including hundreds of videos uploaded by users. Over 15m people reached!

Research revealed that brand awareness rose to 97 % and campaign attribution reached 88%. Over 80% of consumers defined the Ballantine's brand as "attractive" and "young".

Market share of the brand increased by 3%, sales volume increased by 7%, and Ballantine’s reached the nº1 position by sales volume (total spirits, not only whisky) for the first time ever.