Jack Daniel’s
How it started
Early 2012, more than a decade ago, we embarked on a journey with one of the most iconic Whiskey brands in the world: Jack Daniel’s.
Suffice to say a lot of things changed in ten years time and this is especially true for the media landscape. We’ve seen a dramatic shift in what, when and how people consume media, and in the way they interact with the brands around them.
How the (social) media landscape evolved
Let’s rewind for a moment, how did 2012 look like for the average Jack Daniel’s drinker? He/she/they would probably..
.. watch a lot of television dominant. Dutch consumers might have heard of a Dutch tv show called Tik Tak, but they for sure didn’t spend any time on TikTok;
.. be on Facebook (if on any social media platform at all). Instagram got acquired by Facebook in 2012 but had just 30 million users versus 1.400 million now.
.. see celebrities shining on television or in outdoor campaigns, but probably not on social. And influencers were not a thing yet, influencer culture only became popular around 2016.
What we achieved
Together we managed to….
Become the number one spirit brand on social media in The Netherlands;
Put Jack & Coke on the map;
Become overall market leader;
Reach 3.5 million consumers each year;
Develiver 24 million impressions each year;
Develop thousands of creative content assets;
Develop numerous influencer driven campaigns;
Help build a platform for upcoming artists with the BACKSTAGE podcast;
Have a loads of fun.