Alfred Dunhill

Alfred Dunhill had an ageing customer base and an underperforming eCommerce presence. They needed to revitalise their relevance in the modern luxury landscape and reach a new, younger demographic. We helped them achieve this through a long-term commitment to strategic-led brand storytelling.

Over 5-years, our partnership with Alfred Dunhill helped eCommerce grow 50% year-on-year. Alfred Dunhill’s customer profile shifted  to be younger by 10-years. The groundbreaking, award-winning content aligned with the brand’s values and saw them recognised as an innovator in storytelling, with many high profile industry firsts.

An integrated product campaign featuring a returnable documentary series and supporting assets. The campaign ran for 5 seasons featuring British icons such as Brian Eno, Don McCullin, David Adjaye, Ranulph Fiennes, Louis Smith and Matthew Pinsent. Voice celebrates achievement born of hardship and sacrifice and led to a number of awards and accolades including “most inspirational series” at the Luxury Daily awards. The films have over 4 million views on YouTube and are still the most viewed branded content.

For the Love was a film campaign telling the inspiring story of amateur jockey Sam Waley-Cohen. Despite having a 9-5 job, he competes in the greatest horse races in the world, making history by winning the Cheltenham Gold Cup.The campaign achieved an industry first when the lead asset – a 30 minute cinematic documentary – was acquired by Channel 4. The film was broadcast to an audience of over 1 million on the first day of the racing season. The earned media value across TV and press such as Esquire, Spectator and GQ achieved the equivalent of £18m in media spend.

A thrilling, cinematic series featuring British sporting greats with subtle product integration.  ‘Portraits of Achievement’ was a flexible, efficient format that generated assets across a range of media including; film festivals, print marketing, brand books, in-store, PR and social media. We formed partnerships with retail platforms such as Mr Porter to create innovative shoppable videos. The series won numerous awards including “Best Branded Entertainment” at the Lovies.

We worked closely with Dunhill’s in-house eCommerce team to help improve the online shopping experience and increase sales. We created a number of product films that were integrated into the purchase funnel, showcasing the craft and quality of the products. Direct ROI from these video assets achieved 300%.