Ardbeg
Since 2023, I’ve led Ardbeg’s social media strategy across Instagram and Facebook—transforming these channels into high-engagement platforms that deepen brand loyalty, support product discovery, and create meaningful pathways to purchase for one of the most passionate communities in spirits.
An Always-On Strategy To Keep Customers Talking
Idea
With a fiercely loyal audience known as the Committee, Ardbeg’s value lies in connection—not just visibility. Our strategy focused on driving engagement year over year, using social listening and data-backed creative to strengthen brand affinity and generate demand for signature programs like the Masters of Smoke Tour and limited-edition launches.
Approach
I oversaw always-on content strategy, community management, and creative development across paid and organic campaigns. Leveraging A/B testing and platform insights, we prioritized quality over quantity—launching content that felt culturally attuned, Committee-first, and conversion-minded. I also created assets and messaging to amplify product drops and turn off-feed conversations into measurable momentum.
Impact
Despite fewer posts, Instagram engagement surged +300% YTD in 2025, with multiple posts exceeding past campaign benchmarks. Campaigns like Eureka! and Earth Day delivered the highest performance since 2022, contributing to sell-out moments and reinforcing loyalty. While follower growth remained steady with 10% growth each year, deeper interaction and commercial alignment turned social into a key retention and repurchase channel in Ardbeg’s most active market.
Justine L., Ardbeg Brand Manager