THE CRAFT
UNLOCKING
Jägermeister had a problem. After years of being represented as a college drink, and the infamous “Jäger-Bomb” shout outs on Jersey Shore, their brand perception among a younger audience had dropped precipitously.
It begged the question: “How do we increase brand perception and awareness?”
We worked closely with brand management to focus on three pillars; Ingredients – History – Craft, and created custom branded content to engage the millennial audience with this messaging.
In one of our pieces, we partnered with THE FADER, and utilized their relationship with the hip-hop community to send rapper 2 Chainz to Germany and shoot a video with Jägermeister’s master distiller where they discussed the craft of making music with the craft of making Jägermeister. The piece was supported with a digital media buy, inclusive of targeted mobile and display placements, as well as a social media influencer campaign.
The campaign culminated with a party in Brooklyn, where we turned The Green Building into a Jägermeister distillery and a performance by 2 Chainz.
Another element of our relationship with Jägermeister included creating a 56-part road trip, which highlighted unique areas around the United States that are must-visits for adventure seeking individuals.
The campaign included print, digital, social and influencer media placements, and generated +22MM impressions delivered through this multi-platform national custom content and experiential campaign.
The national custom content digital hub garnered 96,776 unique visitors through a robust set of custom traffic drivers, while the print executions yielded over 3.5MM impressions through custom ads and advertorials.
Also, through (2) highly engaging custom events, where consumers were transported to destinations on the Ultimate Fall Road trip through custom cocktails, food pairings and live talent, we delivered +300k impressions and kick started word of mouth. Then, by sending a social influencer on a journey to explore and share his Ultimate Fall Road trip journey via social media, we delivered an additional +8MM impressions to the brand via +80k total consumer engagements via social media.
