To launch The Macallan's brand new Double Cask series, we wanted to curate a socialzine for our consumers. By tapping seamlessly on instgram stories, consumers get to have a full experience in understanding the backstory of how the casks where matured and how to elevate the their double cask drinking experience.

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Post launch, our socialzine also exists on Facebook as an Instant Experience.

To make sure we continue to garner enough eyeballs on The Macallan pages, we release trivia questions on our social pages to get consumers to re-visit the socialzine.

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This social campaign is adapted across the APAC markets in Singapore, Malaysia, Hongkong and Vietnam.