| Title | 30 DAYS OF JACKTEMBER |
| Brand | BROWN FORMAN |
| Product / Service | JACK DANIELS |
| Category | A09. Best Use of Social Media Marketing |
| Entrant | UNIVERSAL MCCANN Surry Hills, AUSTRALIA |
| Entrant Company: | UNIVERSAL MCCANN Surry Hills, AUSTRALIA |
| Advertising Agency: | UNIVERSAL MCCANN Surry Hills, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Laura Arnott | UM | Communications Director |
| Matthew Wheeler | UM | Strategist |
| Andrew Murray | UM | Investment Director |
| Briar Rowsell | UM | Account Manager |
| Christian Tough | UM | Media Trader |
| Jason Fielding | The Sound Campaign | Founding Partner |
| Neil Terry | The Sound Campaign | Senior Account Manager |
| Maura Tuohy | Reprise Media | Social Marketing Strategist |
| Amy Mcdonnell | Reprise Media | Social Marketing Manager |
| Megan Aney | Reprise Media | Community Manager |
| John Georgas | Tribe Marketing | Group Account Director |
1. Increase market share What a birthday, Jack Daniels saw a significant 4.61% increase in YOY sales despite the -2% decline vs. overall whiskey category. 2. Increase brand engagement Through our social activation of the campaign, Jack Daniels grew its Facebook fanbase by 300% (+ 31,470 fans) with an engagement rate of 0.28% (benchmark is 0.1%). We had nearly 30,000 hits to the competition app throughout September (that’s over 7,500 a day), and converted 22% (6,000) unique users into active participants. The app was so engaging that 41% of users shared their submissions with friends during the campaign.
Like any good party planner we built the strategy into 3 stages to fuel and capture excitement around Jack’s birthday: 1. THE INVITE Social media played an integral part across the entire campaign as it’s the only channel this audience turns to when organising a party. Fans were able to win exclusive tickets, via our Facebook Page, to our birthday party and the renowned JD Sets. We created a bespoke Facebook app, ‘unwrapping’ daily exclusive gifts for our fans. People were driven to the social hub through landmark outdoor and radio. 2. THE PARTY The JD Birthday event brought together renowned Aussie artists Art vs. Science & Kate Miller Heidke at the Beresford with over 600 attendees. 3. THE AFTER PARTY Every great party deserves an after party. All the amazing content from the event was shared in real time on our Facebook page which fans could tag themselves in.
2011 was a tough year for the Whisky market, with sales down -2% YOY. The challenge was twofold: 1. Increase Jack Daniel’s ‘share of throat’ by celebrating the 161st birthday of its founder. 2. Increase brand engagement amongst 18 – 29 year olds and to get them talking about Jack once more. Our insight: In September 2011 Jack Daniels turned 161 years old. We knew this was a perfect time to reinforce Jack’s heritage whilst speaking to a younger audience. Our core insight was that younger drinkers wanted to prolong birthday celebrations to make the good times with friends last even longer. This gave us a clear strategic opportunity, rather than focusing in on one day in the month to celebrate Jack’s birthday let’s give the audience a full month to celebrate, party and enjoy the unique Jack brand experience. Introducing our strategic idea - 30 days of Jacktember