The Glenlivet bottle with a green capsule in focus before a blurred bearded man in a rust suede jacket and white shirt
Submitted by 22 IMPACT

The Glenlivet Carlos Roberto Year-Round Single Malt Partnership

Influencer Marketing

22 IMPACT cast and managed Carlos Roberto in a year-long talent retainer for The Glenlivet, which the agency reports generated 2M+ whisky lifestyle impressions.

2M+Impressions

About the campaign

The Glenlivet retained Carlos Roberto for a year-long collaboration run by 22 IMPACT, which generated 2M+ impressions. The Glenlivet is a single malt whisky brand known for its heritage. The partnership set out to show the brand's craftsmanship alongside a modern appeal.

The agency identified and cast Carlos Roberto, then handled negotiation, contracts, usage and exclusivity rights. It also ran creative direction, production logistics, transport and multi-platform distribution. The work ran across 2024 and 2025 in San Francisco, covering general promotions, Christmas and Mother's Day. Carlos Roberto made content and storytelling on his social channels, supported by The Glenlivet's paid digital placements.

The agency reports 2M+ whisky lifestyle impressions across Carlos Roberto's social channels and the brand's paid digital placements. That total covers the full year-long partnership. The agency also delivered post-campaign insights and analysis to the client.

Case in 60 seconds

The Glenlivet needed to carry a heritage built on single malt craftsmanship into a modern register, and to hold that presence across a full year of general promotions, Christmas and Mother's Day.

Heritage is easier to believe when one familiar person tells it repeatedly across the calendar, because a single voice returning at Christmas and Mother's Day builds continuity that separate one-off posts cannot.

A single talent, Carlos Roberto, held on an exclusive year-long retainer would act as the recurring storyteller for The Glenlivet, so tradition and whisky appreciation arrived through one consistent personal voice.

22 IMPACT cast Carlos Roberto and managed contracts, exclusivity, creative direction and production, while his social content across 2024 and 2025 was distributed alongside paid digital placements from The Glenlivet.

22 IMPACT reports 2M+ whisky lifestyle impressions across Carlos Roberto's social channels and the brand's paid digital placements, a total that combines organic and paid delivery over the whole partnership.

Strategy Breakdown

A whisky brand defined by heritage has to keep that tradition visible while also showing modern appeal, so the work had to celebrate quality and tradition through contemporary storytelling.
The Glenlivet positioned itself as the subject of everyday and seasonal whisky moments, with Carlos Roberto presenting the art of whisky appreciation through his own content.

Creative & Execution System

Assets & channels

  • Other

Partners

  • 22 IMPACT

Creator role

  • Carlos Roberto

Results & Evidence

MetricValue
Impressions2M+ impressions

Why 22 IMPACT's strategy worked

  1. 1

    A retainer tied to seasonal moments such as Christmas and Mother's Day gives a spirits brand repeated reasons to appear, so the talent relationship compounds instead of resetting with each brief.

  2. 2

    Pairing a creator's own channels with paid digital placements extends the reach of the same content, which is why the reported impression total spans both organic and bought surfaces.

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