How Influencers Enabled Jack Daniel’s Honey To Reach New Audiences
Jack Daniel’s wanted to raise awareness of their Jack Honey whiskey being best served over ice, and to reach new audiences outside of their usual customer demographic. To help this happen, we needed to bring the product and party to life, so we created a content series interviewing influencers on how they like to unwind, kick back and enjoy a ice cold Jack Honey. We wanted to give influencers the chance to showcase a side of their character that they aren’t typically known for – a new passion or hobby that would be surprising to their followers – all whilst educating the broader consumer on the best way to drink Jack Honey.
The challenge we faced was emphasising the kick back nature of Jack Honey to new audiences, whilst educating them around the perfect serve – always over ice. We all live busy lives these days. We’re always on the move, our diaries always full – but what about the downtime? What cool and unusual things do we do to unwind, that we might never talk about? Those moments when we kick back and let loose, is the perfect time to enjoy a glass of Jack Honey over ice.
To pull this off, we partnered with our sister-agency Communicator London to create an owned, earned and paid approach for working with influencers. This two pronged approach meant we could showcase the kick back attitude of our hand-picked influencers, and allow Jack Honey to tap into new audiences. Each chosen influencer created a series of content exhibiting their at-home Honey habits, from snowboarders to ice-cream makers, rap artists to bakers.
The core objective was to drive the reach of Jack Daniel’s Honey. Using six unique influencers and their innovative content, we drove 3.8M campaign impressions, with minimal media spend.
In addition to revealing a new side of the chosen influencers, we broke new ground and allowed Jack Honey to be visible and front of mind for new audiences. In total, we reached 55% females, grime followers, extreme sports fans and fine-diners.
All this work drove a 7.9% engagement rate across earned content (Industry competitors at this time only managed 2.2%) and 5.2% engagement on owned content, which is an increase from the norm at 2.3%.
As a result of our communal success, aquaintences turned into relationships and the influencers who worked on this campaign have now been transformed into friends of Jack – a permanent extension of their team after the activation received a 100% positive sentiment. Those results call for some Jack Honey over ice.
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