JULIA GOROKHOVA
Jim Beam
Virtual Reality experience
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Description: Increase brand awareness and knowledge of the Jim Beam production process among industry professionals through engaging VR experience
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Channels: Virtual Reality events, PR, dedicated social media channels
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Outcome: “Best solution in AR/VR/IoT/DooH 2016” Tagline award (leading Russian digital marketing award)
Auchentoshan
Berlin Bar Tour Contest
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Description: Stimulate in-store sales thanks to a contest – buy a bottle of Auchentoshan, make a picture of how you understand "Auchentoshan style" to win Berlin Bar Tour i
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Channels: Dedicated web-site and social media channels, influencers and bloggers, materials for Point of sales (POS) & Point of consumption (POC)
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Outcome: Reach of 3mn, sales uplift + 7% (vs target 5%)
The Macallan
PR of the event with Steven Klein
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Description: Reinforce premium perception of The Macallan through a high profile event showcasing the collaboration with master photographer Steven Klein
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Channels: PR (press-releases, press-kits), video seeding of the collaboration in influencers and bloggers channels
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Outcome: >140 publications in media, 108mn impressions, PR value — USD370K
Jim Beam
#MakeHistory contest
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Description: Reinforce Jim Beam brand creating a viral video showing a consumer challenge, in which participants compete to arrive first at the airport to win a Dubai weekend
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Channels: PR, dedicated social media, video seeding, influencers/bloggers
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Outcome: 2,5mn views on YouTube
The Macallan
"Master of Taste" digital platform and CRM
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Description: Strengthening The Macallan customer engagement and advocacy by creating “Masters of Taste”, a premium online lifestyle magazine and associated CRM platform
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CRM Channels: Own website, social media (own & paid), e-mail (newsletters & exclusive offers), events, trade
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Outcome: Platform – 30K base in 1,5 years; avg. session time 2min 30sec; Newsletter – 46,7% avg. open rate;
Jim Beam
"Make History" campaign
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Description: Launch of new Jim Beam product through videos of opinion leaders sharing person/events that influenced their lives, then replicating it for consumers to win a prize
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Channels: Dedicated promo web-site, men’s online magazines, video seeding, influencers
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Outcome: 2.5mn reach, 1350 submitted stories, 600 participants
Auchentoshan
"Mix Different" cocktail creation contest
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Description: Encourage usage of brand in cocktails through development an annual competition for bartenders to create new cocktails and win the participation to a limited Auchentoshan release
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Channels: Dedicated web-site and social media channels, industry influencers
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Outcome: 40K barmen engaged, 250 participants, 750 new cocktails developed