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Jameson Whiskey Digital Ad Campaign


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Jameson Whiskey Digital Ad Campaign

  1. 1. DIGITAL ADVERTISING CAMPAIGN PLAN BOOKKatie Jackson PRAD 352Michelle Laing Fall Quarter, 2011Shin-Shin-Wey Lu 11/14/2011Nala Moshi 1
  2. 2. TABLE OF CONTENTSExecutive Summary 3Situation Analysis 4–8Key Strategic Decisions 9Media Recommendations 10 - 11Creative Brief 12Creative Execution 13Evaluation 14 2
  3. 3. EXECUTIVE SUMMARYBRAND ADVERTISING OBJECTIVEJameson Irish Whiskey Enhance brand preference by 40% between January1 – March 31, 2012CAMPAIGN DATEJanuary 1, 2012 – March 31, 2012 MEDIA OBJECTIVE To reach 60% of men online within the US between ages 25-35, 3x per week during the entire quarter of the campaignCURRENT ADVERTISING Television commercials o o Corporate website USAGE DIGITAL MEDIA USAGE o Facebook fan page o Facebook fan page o Twitter account o Twitter page narrated by John Jameson o YouTube channel o YouTube channel 3
  4. 4. SITUATION ANALYSIS BACKGROUND RESEARCHCompany Information Product InformationFacts Attributes of Jameson Whiskey • Founded in 1780 in Dublin, Ireland by founder John Jameson • Irish • Second largest producer in Ireland and one of the largest • Triple distilled in the world by the 19th century • Smooth • The company formed the Irish Distillers Group in 1966 • Distinct with Cork Distillers and John Powers • Packaged in a particular bottle • Pernod Ricard bought the Irish Distillers in 1988 and • Produced in a single distillery now owns the Jameson Brand • Clean • Fruity, with some nice spice and oak notesCulture • Pure Pot Still produced • Sine Metu “Without Fear” • Serious in the making, not in the drinking • Relaxed open styleMission • Dedication in craft • To create the best product • Use the best equipment • Use the best method 4
  5. 5. SITUATION ANALYSIS BACKGROUND RESEARCH Six types of Jameson Whiskey Jameson Whiskey $20 12 Year Old Special Reserve $30-40 Jameson 18 Year Old Limited Reserve $80-100 Jameson Signature Reserve $60 Jameson Rarest Vintage Reserve Jameson Gold Reserve $50-70 $200- $300These variations of Jameson differ • Taste • Aging processin their… • Smell • Blends • Finish • Price 5
  6. 6. SITUATION ANALYSIS BACKGROUND RESEARCHConsumer Information Competitive InformationJameson has a very wide range of consumers. The primary The competition varies based upon the geographic area. Theconsumer is male, however, the age range is vast. following whiskies compete with Jameson and are within the same price range.Young Consumers Irish Whiskeys • 25-34 year old • Male • Bushmill’s (Leading Competition in Europe) • Urban • Kilbeggan • Pre-commitment to brand • Feckin • Sociable • Finian’s • OutgoingOlder Consumers American Whiskeys • 45-70 year old • Jim Beam • Male • Jack Daniels (Leading competition in US) • Loyal out of habit • Maker’s Mark • Avid whiskey drinker 6
  7. 7. SITUATION ANALYSIS SWOT ANALYSISStrengths Opportunities • Customer loyalty • Strong current ads presenting John Jameson as brand • Brand image representative/symbol • Broad customer base • Enhance website & social media platforms- Facebook, • Brand power Twitter • Historical & cultural connection • Real interactions at events & bars • Subtle but strong television commercials • St. Patrick’s day parade in Chicago • Iconic/ classic packaging (esp. 18 year aged) • Corporate sponsorship of recreational sports teams • High percentage of alcohol per volume • Categorized as “mid-grade”, but high qualityWeaknesses Threats • Negative connotation (alcohol=drug, inhibits addiction) • Cheap or “well” whiskey offered through deals @ bars- • Minimal advertising & social media presence less expsensive • Acquired taste- less appealing to women and younger • Domestic whiskey- Jim Beam, Jack Daniels, Evan audiences Williams • Masculine characteristics • High end “sipping” liquors- Scotch, Makers Mark, • Restricting state liquor laws/taxes Cognac, etc. • Minimal mixing recipes • Beer, Wine, Margaritas, and other mixed drinks 7
  8. 8. SITUATION ANALYSIS ITUATION OPPORTUNITIES PROBLEMS AND OPPORTUNITIES Issue Problem Opportunity1. Implied seasonal specificity 1. Specifically appropriate on St. Patrick’s Day due to 1. Use this season to create an interactive environment Irish association that consumers can engage in long after that specific time period has passed 2. Alcoholism and binge drinking negatively associated2. Negative connotations of alcohol with alcoholic products 2. Pit Jameson against the negative stereotypes by positioning it as a brand that is sophisticated with consumers who exhibit self-control and maturity 3A.Religion: some consumers’ religious beliefs prohibit 3. N/A3. Inappropriate product for many them from consuming alcohol consumers 3B. Age: legal restrictions regarding age limitations for alcohol consumption4. Highly competitive industry 4A. Many competing variations of alcoholic beverages 4. Stimulate conversation on social media between available to drinkers who do not like whiskey consumers with their own suggestions on how to use 4B. Lower quality whiskey available for cheaper prices Jameson to make creative drinks5. Intense brand loyalty 5. Once consumers find a drink that they enjoy and are 5. Engage consumers while they are trying new options comfortable with, they tend to stick with it and may be and developing brand loyalty to gain their trust and help reluctant to try new options them become loyal Jameson consumers 8
  9. 9. DECISIONS KEY STRATEGIC DECISIONS OBJECTIVESDigital Advertising ObjectiveEnhance brand awareness and brand preference by 40% between January1 – March 31, 2012Measurement StrategyData CollectionFor one month prior to the campaign launch date we will measure the current brand awareness by sending representatives in to bars tokeep track of what percentage of whiskey-drinking customers are ordering Jameson over other brands. This data will be collectedbetween December 1 – December 31, 2011 from 20 different Irish bars in cities with high Irish populations (Boston, Hartford,Pittsburgh, Philadelphia, Baltimore, New York City, Chicago, San Francisco).We will run the same test from April 1 – April 30, 2012 at the same 20 bars. We will then compare the pre-campaign data to the post-campaign data. TARGET AUDIENCE • 25-34 year old • Male • Urban • Alcohol drinkers • Have not yet established a brand preference to whiskey • Sociable • Sense of humor • Technologically savvy 9
  10. 10. RECOMMENDATIONS MEDIA RECOMMENDATIONS MEDIA OBJECTIVETo reach 60% of men online within the US between ages 25-35, 3x per week during the entire quarter of the campaign MEDIA STRATEGYMedia Mix RationalMost of our efforts will be towards social media because it is Social Mediaeasy for our target audience to spread through word of mouthand share on social networks. Banner advertising will be used • To interactonly to attract people who are viewing websites with similar • To reach the target audiencetarget markets as our primary audience. • To inform • To create awareness • To position the brand Jameson Digital Advertising Campaign: Media Mix Banner Advertising • To increase awareness Social Media • To link to social media profiles 30% • To reach target audience Schedule Banner 70% January 1, 2012- March 31, 2012. This schedule Advertising coincides with St. Patrick’s Day; the most popular season for Jameson consumption. 10
  11. 11. RECOMMENDATIONS MEDIA RECOMMENDATIONS TACTICSSocial Media Banner Ad • Facebook • • Twitter • • Youtube • • • It would make sense to place banner advertisements onCreating a John Jameson Facebook and Twitter profilewill breathe life into the brand by giving John magazine websites with similar target audiences asJameson’s character a unique personality that further Jameson’s primary target. Website such as GQ anddefines the brand and attracts attention from our Esquire already place Jameson print ads in theirintended audience. Jameson currently has commercials magazines. Websites such as the tastingpanelmag.comabout John Jameson’s great adventures, but this digital and cater to an audience that ismedia campaign will allow the consumers to get to interested in liquor, bars, and quality.know and interact with the character rather than justhear his stories. A John Jameson Youtube channel will is the website for a film magazinealso be available for the audience to view his that Jameson currently partners with at the Dublin Filmcommercials/stories and additional videos for Q&A Festival.would also be posted. 11
  12. 12. CREATIVE BRIEFProject Description Style and Tone“Meet the Legend” John Jameson’s voice should be classy, witty, and masculine.A social media advertising campaign for Jameson Whiskeyincorporating Twitter, Facebook and banner ads. Points Copy Points Twitter should communicate John Jameson’s voice describingTarget Audience how to be a classy whiskey drinker, like him. It should also be25-34 year old subtly comical, describing stories of how John Jameson came toMale be the respected whiskey drinker that he is.UrbanAlcohol drinkers Facebook should engage consumers and encourage them toHave not established a brand preference share their favorite aspects of Jameson, talk about their favoriteSociable Jameson drinks, and discuss what great lengths they would go toHumorous to drink Jameson WhiskeyTechnologically savvy BenefitsObjectives • Triple distilled, smooth, distinct Irish whiskey- To create awareness • Packaged in a particular bottle- To strengthen brand position • Produced in a single distillery- To create consumer-brand relationship Call to Action Point social media users to Jameson’s website. Invite users to interact with the brand by leaving comments on the Facebook contests and Twitter page.. 12
  14. 14. EVALUATIONMeasuring EffectivenessWe will use various social media analytics programs including and YouTube analytics in order to measure theeffectiveness of this campaign in accordance with the pre-determined media objectives.YouTube AnalyticsJameson’s YouTube channel collects user insights and analytics that we can use in order to compare our goals to our actual campaignresults.Sprout Social.comThis website will allow us to manage the Facebook and Twitter accounts simultaneously. SproutSocial provides well organized analyticalreports by various time increments: 15 days, 30 days, 60 days, and 90 days. Some of the measurements that Sprout Social providesinclude: Audience Demographics Facebook Stats • Gender ratio • Monthly active users • Age range stats • Daily new likes • Geographic locations of follower/fan interactions • Total Fans • Content “likes” Twitter Stats • Lost fans • Most popular posts by follower interaction • Comments • Re-tweets and @mentions • Wall posts • Clicks • Reviews • Social scores • Page views o Engagement • Unique visitors o Influence • Page impressions • Tweeting behavior • Most popular wall posts o Conversation vs. updates 14