Jack Daniel’s:
Celebrating Father’s Day
with Gentleman Jack
To raise awareness and drive sales of Gentleman Jack during the Father’s Day gifting occasion.
Research showed that our target audience had limited awareness of Gentleman Jack – they didn’t know it’s from the makers of Jack Daniel’s, didn’t understand why it is worth paying more for and had relatively no context as to how or when it should be drunk.
Insight from retail partners also informed us that when it came to Father’s Day, gifters were planning earlier and earlier in the year, meaning that activating solely in June wouldn’t deliver the best results.
Armed with these insights, we developed a two-phased campaign that focused on both planners and last-minute gifters, spanning paid, owned and earned media.
As one of our objectives was to increase awareness of Gentleman Jack we launched the first phase of the campaign on a Facebook and Instagram brand awareness objective with a video ad across FB and IG feeds, via duel-branded creative with Tennessee Whiskey to drive association, whilst also differentiating between the two by educating consumers on Gentleman’s Jack double-mellowed, exceptionally smooth taste. We put in place rigorous testing across different formats and creatives to ensure our campaign resonated, eventually prioritising collection ad format where we saw most impressive results.
The Challenge
Our Approach
Our Solution Phase 1
Our Solution Phase 2
Results
Awareness
Sales
2.7M
3,711,469
33,955
WITH PAID SOCIAL CAMPAIGN
TOTAL PAID REACH
CLICKS TO PURCHASE
270k+
IMPRESSIONS VIA INFLUENCERS
£0.40
5,000+
INFLUENCER CPE
CONSUMERS PURCHASES VIA ECRM
Following this phase, we launched a traffic campaign to capitalise on the gifting element of Father’s Day. As the campaign launched during the height of the COVID-19 pandemic and Black Lives Matter movement, we had to be agile with our approach and messaging. COVID meant that the on-trade was closed and consumption of alcohol at home increased, but also that a lot of families couldn’t be with their fathers this Father’s Day. We chose to use this within our messaging, encouraging gifters to buy a bottle so they could ‘get together in spirit’ if not in person. And it was extremely important that we adapted our messaging and paused activity where appropriate so as not to take attention away from current events.
We also partnered with premium lifestyle influencers to create bespoke content, positioning Gentleman Jack as an everyday luxury to show their audience how it fits into their lives.
An eCRM campaign was sent to Jack’s database of 400,000 strong, encouraging Jack fans to purchase a bottle of Gentleman Jack for Father’s Day for a chance to win an online cocktail masterclass session for two.