The Scotch Malt Whisky Society


Flavour Behaviour campaign

When our friends at whisky club and bottler The Scotch Malt Whisky (SMWS) asked for a digital campaign to help drive brand awareness, web traffic and target new members, we came up with Flavour Behaviour.

At its heart was a microsite with a groundbreaking psychometric personality test designed to find the perfect whisky flavour for people based on their personality traits. To create the test, we hooked up with Dr Adam Moore, a psychologist and researcher based at the University of Edinburgh.

Through a PR campaign, which produced more than 50 pieces of coverage in the UK and around the world, the campaign drove more than 10,000 people to the Flavour Behaviour site.

Of those users, more than 2,500 people followed the key call-to-action at the end of the test experience to visit the site and consider joining the Society, with almost 1,000 emails captured for membership conversions.