Case Study Report -Whyte and Mackay Whisky Company

The aim for the campaign should acquire 2000 new subscribers (with relevant GDPR opt in)

Forecast 2,000 are recruited offline at the consumer show (the event) 8,000 to be recruited online

Objective is how you’re going to achieve this the subscribers

Your document should explain how your campaign will execute your creative idea and achieve the objective

60k Budget (independent research to inform budget split)

Must have both in-text and end referencing in Harvard style

Suggested structure:

  1. Introduction – Business challenge (gaining subscribers)
  2. Situational analysis
  3. Objectives
  4. Strategy – including segmentation
  5. Budget
  6. Customer journey
  7. Direct and Digital communication plan (3 months)
  8. Key performance indicators/campaign metrics
  9. References
  10. Appendix

Use charts and pictures

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