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PROJECT NAME
Johnnie Walker social media management
CLIENT
Johnnie Walker

Project description

Johnnie Walker is a premium whisky brand known for its exceptional quality and craftsmanship. The focus of the project was on managing the social media presence of the Johnnie Walker Black Label variant. The objective was to create awareness, consideration, and engagement among the target audience while promoting the brand’s liquid credentials and sustainability initiatives.

Objectives

  1. Increase brand awareness on social media platforms.
  2. Enhance audience engagement and interaction with the brand.
  3. Position Johnnie Walker Black Label as an iconic and premium whisky brand.
  4. Promote sustainability initiative #SteppingOutOfTheBox.
  5. Encourage responsible drinking habits through responsible consumption messaging.

Approach and Implementation

The campaign engaged 18 influencers who were selected based on their alignment with the target audience and their ability to create compelling content. The influencers were tasked with taking their audience on a journey to discover the big flavor of Johnnie Walker Black Label. They showcased the whisky’s versatility in cocktails and highball serves, emphasizing the elevated drinking culture. Additionally, influencers embodied the “Keep Walking” brand philosophy and shared their personal interpretations of what it meant to them.
The campaign’s impact was amplified by resharing the influencers’ content on Johnnie Walker’s social media platforms. Relevant hashtags such as #JWBlackLabel, #KeepWalking, #DrinkResponsibly, #BlendedForBigFlavor, #JWBL, and #JohnnieWalker were used to increase visibility and engagement.

Results:

The influencer campaign delivered outstanding results, surpassing the set key performance indicators (KPIs): 
– Positive Brand Sentiment: The campaign achieved a sentiment score of 97%, indicating a highly positive impact on the brand’s perception among the target audience.
– Engagement Rate: The campaign’s target engagement rate was set at 5%, and it exceeded expectations by achieving a rate of 9%. This demonstrates a high level of audience engagement and interest in the influencer-generated content.
– Total Number of Posts: The campaign generated a total of 140 influencer posts, providing ample content to engage the audience and drive brand awareness.
– Engagements: The campaign received over 44,000 engagements, showcasing the audience’s active participation and interest in the content.
– Reach: The campaign reached an audience of over 488,000 individuals, expanding the brand’s reach and visibility.
– Impressions: The campaign generated over 4.5 million impressions, maximizing exposure and creating brand recall among the target audience.

Overall, the Johnnie Walker Influencer Campaign successfully achieved its objectives by driving product awareness, bringing the brand philosophy to life, and increasing positive brand sentiment. The collaboration with carefully selected influencers helped elevate the perception of Johnnie Walker Black Label among the target audience while emphasizing the whisky’s big, bold flavor. The campaign’s impressive engagement rate, reach, and impressions indicate a highly successful execution that resonated with the audience and solidified the brand’s position as a leader in the whisky industry.