JD BIRTHDAY DIGITAL PROGRAM FY13“SOME STORIES” Facebook application

Romania

STRATEGY AND APPROACH

GLOBAL KEY VISUAL

KEY MESSAGE/CONCEPT

PLATFORM

TRADITIONAL MEDIA DIGITAL PR OFF-TRADE ON-TRADE

PRE-SEPTEMBER CAMPAIGN (20-31/8)

• Print ads• Advertorials

• Facebook content management, supported by social ads

• Press kits

CORE CAMPAIGN (1-30/9)

• Print ads• Advertorials

• Some stories Facebook application• Branded multimedia content• Here’s to Mr. JackFacebook application• Banners campaign & special branding

• Press releases• VIP event• Press conference

• In-store branding• Ads in trade magazines

• In-store branding• Consumer events

POST-SEPTEMBER CAMPAIGN (1-15/10)

• Content management • VIP event free publicity on TV, Print, Radio, Internet

360 PLATFORM

Main objectives:

BRAND- Rise journalists’ & public interest in Mr. Jack`s Birthday, brand’s timeless values, stories and its premium image

FB OBJECTIVES - Increase FB page engagement rate from 8% to 15% + trough emotional experience- Identity and engage the real core target, insiders and followers , active online and offline.- Consistent y integrate the engagement of the umbrella concept: Some Stories.

Strategy and tactics:• Invite Jack insiders to publically continue to write together and share Jack’s never ending story, inspired by Jack’s eternal Values• Expose this story to emotionally engage and inspire both insiders and emulators• Reward the talent, courage and authenticity.

The main goal: Quality not Quantity. Tell don’t Sell. Emphasize and keep the JD’s premium positioning in JD target consumer’s minds.

OBJECTIVES

THE “HEART” OF THE PROGRAM

DAN PURIC

THE APPLICATION

THE BOOK

THE IDEA: A famous Romanian writer initiated an emotional story about integrity, independence & authenticity and invited the public to continue this story, page by page (162 words each page), symbolically celebrating Mr. Jack’s birthday. 4 writing sessions were opened daily, thus 4 chapters were chosen by the writer and published. We also gave him the chance to (interfere) by adding - whenever he felt necessary - a new chapter in order to keep the preferred direction of the story.

USER’S JOURNEY

Read the 1st chapter written by Dan Puric Continue the story or comment upon each chapter

… and if the users’ new chapter was chosen, he/she got a limited edition Some Stories notebook and the chance to win a trip to UK at

the Jack Daniel’s BDAY party.

HOW IT BECAME VIRAL?

Each chapter could be shared on the user’s profile

Each user could invite friends in the application

“JD BDAY COVER PHOTO “app

Special branding (sponsorship) of websites

Social ads

Banners on selected websites

THE ONLINE MEDIA CAMPAIGN

Of course, we couldn’t get the success of the application without the bloggers, friends of Jack Daniel’s, who promoted it on their own blogs. Moreover, culture and lifestyle magazines got involved in the campaign and recommended the application to lovers of the writer Dan Puric.

They accessed the application, recommended it to their readers and encouraged them to subscribe to the contest. The prize was so tempting, that their readers instantly entered the contest.

We had 15 articles in online media, representing a media value of approx. 9.5k euro.

THE (ONLINE) PR CAMPAIGN

The application itself:

• 1,416 Registered users

• 102 Stories received

• 49 Stories approved

• 140 comments into the application

FACTS & FIGURES (part A)

Jack Daniel’s Romania Facebook page:

• 9,292 new likes (202 likes/day vs. 30 prior to the campaign)

• 27,823 people talking about this (reaching almost 2,000 users in just one day)

• 33,038 stories generated by users (comments, shares and wall updates)

• 56,019 engaged users (people who likes, commented or shared Jack Daniel’s content)

• 5,179,831 reached users (people who saw any content associated with the page)

• 26,168,827 impressions (how many times users saw Jack Daniel’s content)

• 30% overall engagement rate

FACTS & FIGURES (part B)

Web Search Interest (Google Trends):

FACTS & FIGURES (part C)

Excellent peak during September!

Jack Daniel’s Romania started to become a social brand in Romania and managed to reach its highest rate of engagement (exceeded the objective proposed).

After the month of September, the number of fans organically grew with 100 users per day (which we definitely state it’s a fabulous happening).

The collaboration with one of the most respected writers gave extreme credibility to the brand and reminded the public the values of Jack Daniel’s, i.e. independence, authenticity and integrity.

The application was designed for the specific Jack Daniel’s target, not mainstream, but educated, refined, cultural. Moreover, the media campaign was based on quality not quantity.

Last but not least, despite the 10.5% increase in JD pricing, sales during September were increased by +6.2% vs. Sep. 2011 and +19% vs. projection!!!

THE GENERAL IMPACT

Taking into consideration the difficulty of the task proposed by our application as well it’s addressability, we can conclude that the campaign was a real success.

We have prototyped a new level of users interaction/engagement with the brand launching an unprecedented challenge.

The active users who contributed to the app were equally balanced in terms of gender showcasing that the brand has a unisex acceptance in Romania.

We have proudly spotted several active Influencers of KOL’s among the registered users: writers,

journalists, choreographers, actors and art directors.

We can state that our FB community just got an important talent transfer.

Without any doubts this September some (surprisingly good) stories began with Mr.Jack Daniel.

FINAL CONCLUSIONS

THANK YOU!

APPENDIX

A BRIEF SUMMARY OF THE STORY“Voluntarily isolated on a mountain lake shore, a man seeks his identity and his freedom letting his beard grow. One night he notices on the other side of the lake some strange lights. Intrigued, he leaves a message for the intruders in order to meet them later for dinner. They are a group of anthropologists from Tennessee in a field trip to document the deserted villages from the area. One of them is an attractive young woman. He follows his curiosity and decides to take the investigation in his own hands.... In the first deserted village he explores he finds a strange house with peculiar dimensions, all the furniture and accessories being too small for a normal person. He later discover an old picture in which he recognize himself as well as note that invite him to try some kind of a uniform that fits him perfectly. He accepts the game and plays along loosing, bit by bit, both his sense of time and his reality. Is he dreaming or is this a fantasy? What is the secret of the strange mountain that he tries to unravel?.....

As our hero explores further the villages that hosted his ancestors, we discover that the whole trip is documented and instigated by the anthropologist team that tries to unlock the collective memory of the long gone community. As he lingers deeper and deeper in his personal history, mixing his invented and genuine memories, the anthropologists decide to stop the experiment. The young woman that started his interior voyage comes to meet him for the last time....

The summer is almost gone, our hero returns rejuvenated and cleansed of doubts to the city. He shaves for the first time in months. His new face and personality seem to suit him better. He is somehow more complete, in peace with himself….” The end? We don’t anticipate the end…