Jameson recognized they weren't top of mind to consumers here in Ghana, and were not the first choice of beverage to any alcohol consumer.
First developed our Bond and Connect Kit which was a wooden crate that had all the essentials of the Jameson whisky brand. A branded silver cask, t-shirts, a branded cup and most importantly a large bottle of Jameson whisky. Second, we delivered these crates to selected social media influencers and documented the entire process. We then amplified this process using creatives, video, motion graphics and created conversations using the influencers to share how you could bond and connect with loved ones over a bottle of Jameson. Lastly this was a lead up to a main event dubbed Jameson Connects, and we tied app downloads and Jameson purchases to receiving tickets.
This created a spike in sales by 23°/o in stores with people going online to recreate their own images of themselves with friends and family and a bottle of Jameson. The activation sold 80% of the 1000 tickets released for the main event 800 Jameson whiskey bottles sold in 6 weeks of this campaign Main event had 2500 attendants present Social media recorded 13 million interactions