Scroll-Stopping Social Media Case Study

CASE STUDY

SCROLL-STOPPING SOCIAL MEDIA

MORRIS Whisky (part of the Casella Family Brands portoflio) is an award-winning distillery in Rutherglen, known for its wild seasons and ability to produce some of the nation’s most loved Australian single malt whisky.

Casella Family Brands engaged Amy Barratt-Boyes to lead organic social media for its hero whisky brand.

PROJECT: Organic Social Media Managemnt

LOCATION: Rutherglen (VIC)

RESULTS

01 /

DISTINCTIVE TONE OF VOICE

To engage the brand’s predominantly male, metro-Australian audience, a masculine-leaning-yet-accessible tone of voice was developed. Dry, humorous, and charismatic.

02 /

HUGE SPIKE IN GROWTH + REACH

Nearly double the reach and engagement across both Instagram and Facebook (some content far exceeded this), ultimately increasing brand awareness.

03 /

TREND-LED VIRAL STRATEGY

Algorithmic success, using trend-driven hooks, audio, and content formats that amplify visibility, plus Manychat automation to trigger engagement via DMs.

Morris of Rutherglen

THE BRIEF

Distinctive, and unmistakably modern: an award-winning, hand-crafted and uniquely Australian single malt whisky that needed a social media approach designed to stop the scroll and drive conversions (without any ad spend).

Challenge: MORRIS Whisky approached & Fable with a simple ask:

"Help us bring our brand to life across social, and develop a tone of voice with a compelling edge."

They already had beautifully crafted B-roll, photography and heritage to leverage as key storytelling pillars. What they needed from Amy was a social TOV that matched the personality of their whisky - confident and premium, yet dry-humoured, and a little bit unexpected.

Amy’s goal was to drive meaningful engagement and measurable growth by developing a bold, character-led tone of voice with a technically sound, trend-aware content strategy.

THE STRATEGY

Amy created Reels-heavy social media content anchored in:

  • A distinctive visual identity using existing brand assets, Amy retrofitted them with on-trend editing, music, keywords and hook overlays.

  • A unique tone of voice inspired by Hugh Jackman’s sophisticated charm, and charismatic dry humour (think Wolverine without the arrogance).

  • Algorithm-boosting shareable storytelling that invited the audience to participate - from cheeky vote polls to “comment to unlock” prompts.

  • Manychat automation to trigger giveaway entries, sharing of cocktail recipes and product link click-throughs via DMs directly with customers, while “training” the algorithm that MORRIS Whisky is worth taking notice of.

  • Viral techniques using trending hooks, audio, keywords, and high-retention formats to amplify visibility while remaining on-brand.

THE RESULTS

Over the course of just a few months, Amy achieved a:

  • +179% increase in Instagram followers

  • +75% increase in post reach

  • +50% growth in post impressions, with 63.7% of reach from non-followers - driving strong brand discovery

  • Story completion rates over 90%, indicating genuine interest and content alignment

  • An organic engagement rate of 20.23% on Instagram (industry average for retail brands on IG is <2%)

  • An organic engagement rate of 86.17% on Facebook (industry average for retail brands on FB is <1%)

CLIENT FEEDBACK

“Amy provides the GOLD STANDARD in ORGANIC SOCIAL MEDIA management. It was Amy’s UNIQUE APPROACH to establishing a DISTINCTIVE TONE OF VOICE, along with a BOLDNESS TO TAKE RISKS, that EXPERTLY CHAMPIONED our PRODUCTS AND STORYTELLING, to successfully drive STRONG ENGAGEMENT and FOSTER our digital community.”

GLENDON WOODWARD, GLOBAL BRAND MANAGER, SPIRITS - CASELLA FAMILY BRANDS

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