I led the creative on the digital campaign for Jameson Caskmates Fourpure edition release.
I used data I sourced through social listening to inform the creative strategy, and then crafted a creative concept that would engage the three core audiences around the newest Caskmates release in the UK.
I used the Fourpure IPA’s sea monster theme as a starting point and created a campaign routed in folklore, myth and whiskey. One of the activations I chose to create to increase real engagement within the Jameson Facebook community was a choose-your-own-adventure style chatbot that allowed you to pick from multiple options deciding on the outcome of your own spooky campfire tale. This creative storytelling concept was also used across retail and print.
I came back later in the project to build the chatbot for the Facebook page, and also create a super highly targeted influencer list across all product categories and core UK locations to help launch the product, both with an IRL influencer event and more traditional digital activities.
This campaign resulted in engagements that exceeded the benchmark by over 7 times and drove the CTR up by 125% and the CPC down by 50%.