A new logged-in loyalty experience for Ardbeg integrated into the main site to build engaging relationships with members that rebuild brand sentiment and trust whilst accelerating growth.
Driving force
Despite a rollercoaster history marked by periods of closure and uncertainty, Ardbeg has made a remarkable comeback, driven by a passionate community and bold innovation.
To protect its heritage, the Ardbeg Committee was formed in 2000, comprising thousands of devoted Ardbeg enthusiasts worldwide committed to the distillery's continued operation. Today, the Committee boasts over 200,000 members across more than 140 countries.
Facing the decline in the Committee brand sentiment
Ardbeg noticed declining Committee member engagement, with lower participation and unsold exclusives signaling waning enthusiasm. Members questioned the Committee's value and brand intent, as increased product launches shifted the focus from community to sales, making interactions feel transactional.
This highlighted the need to refocus the digital experience on authenticity, transparency, and long-term engagement.
Cultivating strong, lasting engagement
We initiated discussions to pinpoint the critical challenges, desired outcomes, and strategic focus areas concerning committee members' current digital engagement with Ardbeg. Our aim extended beyond mere sales figures, striving to cultivate a deeper emotional bond and sense of community among these users.
I can't think of a better partner than 383. Their years of working in digital have created such a seamless and transparent way of working together to deliver exceptional value. You can really see the exceptional quality of work being produced to meet our outcomes together.
A brand new digital hub for members
Our logged-in member experience cultivates strong, lasting engagement independent of direct sales.
Key features include a distinct differentiation between logged-in and logged-out user experiences. Instead of points or tiers, members earn digital tattoos by interacting with the platform, making purchases, and participating in real-world events.
This creates a dedicated space for members to connect with the brand, access exclusive online content about Islay whisky, curate a digital collection of their bottles, and share their opinions publicly.
