Australian whiskey drinkers have a wide choice of global and local brands vying for their attention. Which means it’s becoming increasingly more difficult to stand out and connect with a savvy audience of 25 - 35 year old males, especially in the often-repetitive whisky brand social media landscape.
We were briefed to respond to this challenge through creating innovative content and brand activity to showcase Jameson’s unique perspective and place in the world.
We realised that, although Jameson has a huge global reputation, they were seen as generic to the Australian audience. So our strategy was to differentiate them from other traditional whiskey brands by localising their entire social media presence, creating innovative and platform-bending content and aligning them with great Australian partners.
We needed to present Irish whiskey with an Australian accent.
We started with a content plan that turned a conservative budget into a fantastic breadth of activity and moved Jameson away from the traditionally uniform messaging of whiskey and bourbon. All this content had one goal: to align Jameson with the genuine interests and lives of our audience.
Young Henry’s Collaboration - Jameson Caskmates
To promote Jameson Caskmates and tap into the craft beer audience we partnered with Young Henry’s - the fastest-growing independent brewery in Australia and a beacon for craft, passion, and cool - to deliver new products, promotions, events and content series.
- BoilerMates: Our take on the classic Boilermaker - Jameson Caskmates + your choice of Young Henrys. Delivered nationwide on premise and supported through a social content series
- Craic & Barrel: A limited-edition Irish Red Ale aged in Jameson Whiskey Barrels supported by a launch event at the brewery and a “first person perspective” making of content series
- The Beer Drinker’s Guide to Whiskey: We sent the Young Henry’s crew to Ireland to visit the Jameson distillery and to uncover the secrets behind the world’s favourite Irish Whiskey. Our content series brought the Aussies brewers together with the distillers and the cooper to demystify the whiskey production process
- Caskmates Young Henry’s Edition: The ultimate crescendo to the partnership - a limited run of Jameson Original finished in Young Henry’s beer barrels to create Australia’s very own Caskmates. The product was launched with an event in Sydney and supported by a content series and local retailer promotions
Our transformation of Jameson also bled into the real world with several events and campaigns that also created social content and let people experience Jameson in person.
- Sine Metu Wall - To make Jameson’s “Sine Metu” (“Without Fear”) family motto relevant to our audience, we turned a Melbourne wall into a massive mural, created by people on the street. Passersby wrote their fearless moments on the wall and told us their stories on camera, which, in turn, created more content for Jameson’s social channels
- Jameson & Dry at Laneway - At Laneway Music Festival, we created a caravan park Oasis with cocktails, chillout areas and lawn games. The Caravan Oasis even had its own geotargeted Snapchat filter
- Jameson & Dry at Sugar Mountain - Instagram and Facebook competitions to win tickets got our social audience engaged - and got people to buy RTD drinks at the festival itself
2017 saw the highest-ever video engagement scores for a Pernod Ricard Australian brand:
- 38% 10-second view rate
- 31% video completion rate
The Young Henry’s Collaboration video content was highly engaging and drove an impressive 40% 10-second view rate while reaching over 2 million LADS in Australia. The Limited Edition Caskmates Young Henry’s edition sold out in 2 weeks.
Sine Metu Wall content reached nearly 1 million LADS across Australia and drove a 4% engagement rate across social media.
Our festivals activity drove an engagement rate of 7% and a 50% increase (!) of Instagram followers
Our work with the Jameson team in Australia has contributed to an impressive local market sales volume increase of 10% YOY FY16 to FY17 (June 30th 2016 to June 30th 2017)