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  • Jamie Campbell

CASE STUDY: JACK DANIEL'S SINGLE BARREL CAMPAIGN BRAND LIFT


This project landed squarely in our wheelhouse; cocktails, delicious food and entertaining in style. We were excited when Jack Daniel's approached us with the desire to create an entertaining series with entertainment maven Maureen Petrosky.

Client Objective

Drive awareness among female consumers through winter/holiday entertaining content and use short-form pre-roll to drive users to watch the full video.

Our Solution

We worked with JD to come up with seasonal food pairings along with branded original cocktails. The pairings were guided by seasonal inspiration and together, we worked with Maureen and JD to develop storylines, art direction and menus. The styling and location were critical to the project. Shine developed the art direction with the style team from Make Tribe (@maketribe) to source and style everything for set design and table top. We also worked closely with Judy Kim (@thejudylab) on the food styling and still photography.

Plan Parameters

• Target: F30-45, HHI $100k+, college educated, interested in sophisticated entertaining, holidays, cocktail/drink recipes, parties

• Timing: December

Fun Facts

Total content watch time of 1 year, 7 days, and 7 hours

Best Performing Creative: Fall Fire Pit (28% VCR, .13% CTR) (shown above)

Best Performing targeting type*: Topic targeting (28% VCR, .14% CTR)

Custom Campaign Study Results - Overview

+13.6% Lift in Brand Awareness

YouTube “Best in class” vs benchmark

+12.3% Lift in Purchase Intent

YouTube “Best in class” vs benchmark

Based on the above awareness and purchase intent lift, YouTube calculated that an incremental 34,000 will likely purchase JDSB next time they buy in the category, and an incremental 49,000 people are now aware of the brand who were previously unaware.

Campaign Learnings

• Optimizing towards completed views can help drive a significant increase in

purchase intent (+23.4% for completed views vs +9.6% for skippers)

• Optimizing towards video completion can also drive a higher lift in awareness

over skippers (+14.9% completion vs +11.6% for skippers)

Experience the microsite here.

Would like to know more about how we can help you unlock love and affinity for your brand? Contact us hello@shinecreative.tv

#cocktails #advertising #liquorbrandmarketing #whiskey #video #brandedcontent