Johnnie Walker Holiday Campaign
For Johnnie Walker's first fully digital relationship marketing program I crafted the creative inspiration and engagement architecture leading to this award-winning campaign. Man of the Season gave guys the one thing every man wants: maximum class with minimal effort. Said otherwise, we gave him the tools he needed to look great during the holidays with as little effort as possible.
Through a cohesive range of channels - including web, mobile, social and online-to-offline - the campaign showed men how each and every one of them could master the holiday with ease. An initial email campaign teased the the offering while driving our Johnnie Walker drinkers to an online destination featuring a carousel of tips on holiday gifting, hosting, toasting, and more. They also had access to mobile and Facebook apps that let them show off their newfound knowledge in-person and online.
Results:
Through a cohesive range of channels - including web, mobile, social and online-to-offline - the campaign showed men how each and every one of them could master the holiday with ease. An initial email campaign teased the the offering while driving our Johnnie Walker drinkers to an online destination featuring a carousel of tips on holiday gifting, hosting, toasting, and more. They also had access to mobile and Facebook apps that let them show off their newfound knowledge in-person and online.
Results:
-International ECHO Award - Retail and Direct Sales
-Web Marketing Association - Best Beverage Integrated Campaign & Outstanding Website Award
-Finalist: Caples and Diageo Marketing Brillance
