Leading integrated digital marketing agency, NATIVE, took this into account when tasked with launching an engaging online social media and content presence for Chivas Regal in South Africa.

“While globally the Chivas Regal tagline is ‘Live with Chivalry’, locally, the brand chose to align itself with leadership. Using social media as the enabler, we wanted Chivas Regal to become the place to get connected; the go-to-place for South African men to become the thought leaders of tomorrow,” says Ben Wagner, head of NATIVE Cape Town and chief marketing warrior. The campaign started in August 2012 – running through to July – and is targeted mainly at young, educated men, aged between 25 and 35 years.

“Working with some of the most unique and insightful content creators in the country such as Carlos Amato, Andy Davis, Hagen Engler and Siho Hlongwane, we enabled Brotherhood members to take part in interesting conversations, to be more culturally aware, form knowledgeable opinions on topical issues – and ultimately, become future leaders,” elaborates Wagner.

As part of The Brotherhood community, fans are given access to the following:
- Chivas Regal events where they can meet with other ‘brothers’ who share the same values and ideologies;
- Exclusive, evocative articles that stimulate discussion amongst fans; and
- An advice forum – Help a Brother Out - for questions on leadership, career path, business and entrepreneurship.

“The Help a Brother Out conversation page encourages Brotherhood members to pose questions or seek advice related to leadership or doing business within the South African context. So far, it’s been a great success, with fans inspiring each other, networking and meeting up to pursue collaborative projects,” says Wagner.

Since launching the Chivas Regal Brotherhood Facebook and email marketing campaign, engagement with the brand is up 20%; the Facebook fan base has grown to 21 556 – almost doubling in four months – and Chivas had already received over 8 000 visits to The Brotherhood tab by the end of December 2012.