JAMESON WHISKEY 🥃
SWIPE (RIGHT 👉) TO DUBLIN 🇮🇪
*****AWARD WINNER****
🥈 Won Silver in the MENA Digital Awards
📲 98% Message Response Rate
🌎 1.2 Million Reach
✌️ 2nd Highest Competition Entries Globally
What I did?
I was the account lead, I came up with the idea to run the first-ever whisky Tinder account, and I ultimately ended up flirting with hundreds of men via strategic community management to get the results we did. You're welcome, Jameson.
Context:
Jameson International had a dilemma... How do we connect with a notoriously hard-to-reach market in a region that doesn't allow you to talk about their product (booze)?
They needed to get "Dudes & Lads" to enter their global #CarveTheBar competition as well as generate hype and get a full house for their St Paddy's Day event.
We decided to embrace the spirit of the unexpected and because our insights showed that men are more likely to use social media as a way to search for information and connect, we created a Jameson Tinder profile. Because... why not?
The success on this campaign was not just converting a right-swipe into a competition entry but also getting bodies on the dance floor at the Paddy's day party. With a 98% response-rate, we bantered, lolled and created real-life conversations with Jamesons' target audience.
It's not often that you can track the journey of a user from connection to conversion and then meet them for a Jameson at the afterparty, so that was pretty cool.
Given the targeted nature of our strategy, we were with our audience every step of the way and able to track what worked and tweak what didn't.
Our campaign for Jameson had a total reach of 1.24 million, over 700 Tinder matches, the 2nd highest competition entries globally (narrowly elbowed out by the US) and a packed St Patrick's Day party!
I had to flirt with a lot of random dudes on Tinder to make this work, so if you still don't think I'm devoted then that stings a little.
