Alcohol ads throughout the world are traditionally promoted by celebrity endorsers and cool young things. Australian earned-first creative agency, We Are Different, and Jack Daniel’s have chosen a different kind of influencer – everyday dads.
The user-generated and influencer-generated, Dad Ads campaign, launched ahead of Father’s Day in Australia, promoting Gentleman Jack Tennessee Whiskey as the perfect gift for dad.
Jack Daniel’s 80,000 subscribers were sent a call out to take part in the experiment. From the interested dads, 196 were shortlisted and 12 were used in the lead-up to Father’s Day. The chosen dads simply had to show their enjoyment of Jack Daniel’s on camera and share that content online – with a paid paid social media campaign adding a little assistance.
Within the first month, the campaign has delivered 9.1 million organic and paid reach, increased video view rates by 1,588%, thruplays by 723% and engagement by 1,316%.
Richard Dredge, senior brand manager at Brown-Forman, stated, “Since 1866, Jack Daniel’s has been making friends all over the world. That’s why Gentleman Jack Tennessee Whiskey is best championed by the people who already love it most. Our Dads Ads campaign harnesses the strength of community, tapping into user-generated and creator-driven content to spark engagement and authentic brand advocacy online. Preliminary results have smashed both reach and engagement benchmarks, a clear sign that a different strategic and creative approach to influencer is working for our brand.”
Founder and director at We Are Different, Stuart Terry, added, “The rise of peer-to-peer marketing has transformed brand interactions, making word-of-mouth and customer advocacy the selling style people actually seek out vs having to be broadcast to. We’re so proud of our partnership with Jack Daniel’s and the wider Brown-Forman team – working together to deliver thumb-stopping creative that drives meaningful engagement online. The results speak for themselves.”
Additional Dad Ads will be launched in the lead-up to Christmas, so the 184 shortlisted dads who didn’t make the initial 12 will get a second chance at their 15-minute of fame. Meanwhile, Jack Daniel’s is building a stable of brand-loyal dad-influencers.
