Find the real Jameson and tell their story.
Join the family.
Within families around the world you’ll always find the chef, the musician, the sporty one, the knowitall and the joker... our family is no exception.
objectives.
Being a global brand with many of their local markets having their own way of speaking to their audience, Jameson wanted to ensure consistency across territories and platforms to help emphasise their brand message.
Jameson required their social agency to bring their brand culture and DNA to life. It was important to the brand to be positioned as inclusive, rather than exclusive, whilst maintaining the brands Irish roots.
we built Jameson’s social foundations. Brands require their social thread to pull through all channels, work with agency rosters and internal teams to execute efficiently at regional and global level:
(i) created social and influencer strategies, analysing Jameson’s aspired audience, understanding their brand platform and transferring this into a strategy with clear jobs to be done that became the springboard for all social creative concepts for their global and local teams
(ii) further defined clear audience profiling to ensure key brand characteristics of ‘what makes a Jameson’ had pull through every time. This piece of work aided targeting and activation ideas outside of social
(iii) created Jameson due diligence and selection cadence to ensure teams instructed influencers that were in line with the developed brand values and psychographic profiles
(iv) crafted a creative platform that connecting the disconnected, which develop a creative cultural blueprint for the Jameson brand and culture team to bring to life, tactical and always on social media and influencer approaches, plus regional and global omni channel campaign.
solution.
campaign example.
Jameson x Dickies
A collaboration born from a shared passion for craft. Our brief was to share this new partnership with Jameson’s global audience, landing the craft that went into each and every stitch, weave, barrel and bottle.
We set out to make the Jameson story personal.
We partnered with four global artists to customise a piece from the Jameson x Dickies collection in their distinctive style, crafting something truly unique.
But they wouldn’t do this alone.
We invited the whole Jameson social family to collab on this project, creating an interactive story that allowed you to choose the colour, texture, fabric, style, technique and ultimately craft your own take on the collection, together.
They documented the crafting process via Instagram Stories, Polls, Slider Stickers, and collaboration posts, sharing the whole journey with Jameson fans from concept to finished product. Ultimately creating an interactive experience that gave people the chance to directly influence the LIVE crafting process.
🇺🇸 @itscovl is a Puerto Rican multidisciplinary artist expanding her expression in new innovative mediums
🇩🇪 @armah.art is a multidisciplinary artist whose artistic roots lie in street art and RAW (rhythm and writing) graffiti.
🇬🇧 @doddz is an award-winning Augmented Reality (AR) artist on a mission is to spread positivity through uplifting experiences.
🇯🇵 @mamimozi has established her own sense of style – ʻCalligraf2ity.ʼ
Fusing the visual language of graffiti, a product of hip hop culture, and traditional calligraphy.
solution.
5.6m total views - 3.8m total reach - 62k+ engagements - 700+ comments - 1.65% ER
Awarded:
Global Social Media Awards - Jameson - Best Social Influencer Campaign - Shortlisted
Global Influencer Marketing Awards - Jameson - Most Creative Campaign - Shortlisted
