Johnnie Walker – Long Summer Serve
Imagine yourself in a park, soaking up the sun, surrounded by friends, sipping on an ice-cold Johnnie & Ginger. Sounds good right? Oh how we long for those summer days. For the summer of 2017, Johnnie Walker set out to own the weekend get-togethers, positioning Johnnie & Ginger as the go-to drink for you and your friends. So how do we bring these Whiskey Weekends to live?
As socialising is becoming more and more spontaneous, we authentically inspire our audience when they’re making their last minute plans from Friday evening to Sunday evening. This inspiration should intersect them across a variety of mediums including influencers and friends social channels, Johnnie Walker owned channels, tactical paid media as well as events they attend. This looks a little something like this:
Influencers help create authenticity, bringing the Johnnie & Ginger moments to news-feeds in a more organic and impactful way. In order for Whisky Weekends to gain traction as a phenomenon, influencers form a critical part of this success. They will lead by example and showcase their Whiskey Weekends through social channels like Instagram, Facebook and Snapchat at 3rd space activations like for example the F1 grand prix in Monaco.
In the role of editorial specialist, I’ve:
- Co-created the digital & influencer strategy
- Co-created content calendar
- Created the influencer brief for local markets adaptation