DIGITAL ADVERTISING CAMPAIGN

PLAN BOOK

Katie Jackson
Michelle Laing
ShinShin-Wey Lu
Nala Moshi

PRAD 352
Fall Quarter, 2011
11/14/2011

TABLE OF CONTENTS
Executive Summary

Situation Analysis

48

Key Strategic Decisions

Media Recommendations

10 - 11

Creative Brief

12

Creative Execution

13

Evaluation

14

EXECUTIVE SUMMARY
BRAND

ADVERTISING OBJECTIVE

Jameson Irish Whiskey

Enhance brand preference by 40% between January1 March

31, 2012

CAMPAIGN DATE
January 1, 2012 March 31, 2012

CURRENT ADVERTISING
o
o
o
o
o

Television commercials
Corporate website
Facebook fan page
Twitter account
YouTube channel

MEDIA OBJECTIVE
To reach 60% of men online within the US between ages 25-35,
3x per week during the entire quarter of the campaign

DIGITAL MEDIA USAGE

USAGE
o Facebook fan page
o Twitter page narrated by John Jameson
o YouTube channel

SITUATION ANALYSIS
BACKGROUND RESEARCH
Company Information

Product Information

Facts

Attributes of Jameson Whiskey

Founded in 1780 in Dublin, Ireland by founder John

Jameson
Second largest producer in Ireland and one of the largest
in the world by the 19th century
The company formed the Irish Distillers Group in 1966
with Cork Distillers and John Powers
Pernod Ricard bought the Irish Distillers in 1988 and
now owns the Jameson Brand

Culture

Irish
Triple distilled
Smooth
Distinct
Packaged in a particular bottle
Produced in a single distillery
Clean
Fruity, with some nice spice and oak notes
Pure Pot Still produced

Sine Metu Without Fear

Serious in the making, not in the drinking
Relaxed open style

Mission

Dedication in craft
To create the best product
Use the best equipment
Use the best method

SITUATION ANALYSIS
BACKGROUND RESEARCH
Six types of Jameson Whiskey
Jameson Whiskey $20

Jameson Signature Reserve $60

These variations of Jameson differ

in their

Jameson 18 Year Old Limited

Reserve $80-100

12 Year Old Special Reserve $30-40

Jameson Rarest Vintage Reserve

$200- $300

Jameson Gold Reserve $50-70

Taste
Smell
Finish

Aging process
Blends
Price

SITUATION ANALYSIS
BACKGROUND RESEARCH
Consumer Information

Competitive Information

Jameson has a very wide range of consumers. The primary

consumer is male, however, the age range is vast.

The competition varies based upon the geographic area. The

following whiskies compete with Jameson and are within the
same price range.

Young Consumers
Irish Whiskeys

25-34 year old

Male
Urban
Pre-commitment to brand
Sociable
Outgoing

Older Consumers

45-70 year old

Male
Loyal out of habit
Avid whiskey drinker

Bushmills (Leading Competition in Europe)

Kilbeggan
Feckin
Finians

American Whiskeys

Jim Beam
Jack Daniels (Leading competition in US)
Makers Mark

SITUATION ANALYSIS
SWOT ANALYSIS
Strengths

Customer loyalty
Brand image
Broad customer base
Brand power
Historical & cultural connection
Subtle but strong television commercials
Iconic/ classic packaging (esp. 18 year aged)
High percentage of alcohol per volume
Categorized as mid-grade, but high quality

Weaknesses

Negative connotation (alcohol=drug, inhibits addiction)

Minimal advertising & social media presence
Acquired taste- less appealing to women and younger
audiences
Masculine characteristics
Restricting state liquor laws/taxes
Minimal mixing recipes

Opportunities

Strong current ads presenting John Jameson as brand

representative/symbol
Enhance website & social media platforms- Facebook,
Twitter
Real interactions at events & bars
St. Patricks day parade in Chicago
Corporate sponsorship of recreational sports teams

Threats

Cheap or well whiskey offered through deals @ barsless expsensive

Domestic whiskey- Jim Beam, Jack Daniels, Evan
Williams
High end sipping liquors- Scotch, Makers Mark,
Cognac, etc.
Beer, Wine, Margaritas, and other mixed drinks

SITUATION
ITUATION ANALYSIS
PROBLEMS AND OPPORTUNITIES
OPPORTUNITIES
Issue
1. Implied seasonal specificity

Opportunity

Problem
1. Specifically appropriate on St. Patricks Day due to
Irish association

1. Use this season to create an interactive environment

that consumers can engage in long after that specific time
period has passed

2. Negative connotations of alcohol

2. Alcoholism and binge drinking negatively associated

with alcoholic products

3. N/A

3. Inappropriate product for many

consumers

3A.Religion: some consumers religious beliefs prohibit

them from consuming alcohol
3B. Age: legal restrictions regarding age limitations for
alcohol consumption

4A. Many competing variations of alcoholic beverages

available to drinkers who do not like whiskey
4B. Lower quality whiskey available for cheaper prices

4. Stimulate conversation on social media between

consumers with their own suggestions on how to use
Jameson to make creative drinks

5. Once consumers find a drink that they enjoy and are

comfortable with, they tend to stick with it and may be
reluctant to try new options

5. Engage consumers while they are trying new options

and developing brand loyalty to gain their trust and help
them become loyal Jameson consumers

4. Highly competitive industry

5. Intense brand loyalty

2. Pit Jameson against the negative stereotypes by

positioning it as a brand that is sophisticated with
consumers who exhibit self-control and maturity

KEY STRATEGIC DECISIONS

DECISIONS
OBJECTIVES
Digital Advertising Objective
Enhance brand awareness and brand preference by 40% between January1 March 31, 2012

Measurement Strategy
Data Collection
For one month prior to the campaign launch date we will measure the current brand awareness by sending representatives in to bars to
keep track of what percentage of whiskey-drinking customers are ordering Jameson over other brands. This data will be collected
between December 1 December 31, 2011 from 20 different Irish bars in cities with high Irish populations (Boston, Hartford,
Pittsburgh, Philadelphia, Baltimore, New York City, Chicago, San Francisco).
We will run the same test from April 1 April 30, 2012 at the same 20 bars. We will then compare the pre-campaign data to the postcampaign data.

TARGET AUDIENCE

25-34 year old

Male
Urban
Alcohol drinkers
Have not yet established a brand preference to whiskey
Sociable
Sense of humor
Technologically savvy

MEDIA RECOMMENDATIONS
RECOMMENDATIONS
MEDIA OBJECTIVE
To reach 60% of men online within the US between ages 25-35, 3x per week during the entire quarter of the campaign

MEDIA STRATEGY
Rational

Media Mix
Most of our efforts will be towards social media because it is
easy for our target audience to spread through word of mouth
and share on social networks. Banner advertising will be used
only to attract people who are viewing websites with similar
target markets as our primary audience.

Jameson Digital Advertising

Campaign: Media Mix

Social Media

30%
70%

Banner
Advertising

Social Media

To interact
To reach the target audience
To inform
To create awareness
To position the brand

Banner Advertising
To increase awareness
To link to social media profiles
To reach target audience
Schedule
January 1, 2012- March 31, 2012. This schedule
coincides with St. Patricks Day; the most
popular season for Jameson consumption.

10

MEDIA RECOMMENDATIONS
RECOMMENDATIONS
TACTICS
Social Media
Facebook
Twitter
Youtube

Creating a John Jameson Facebook and Twitter profile

will breathe life into the brand by giving John
Jamesons character a unique personality that further
defines the brand and attracts attention from our
intended audience. Jameson currently has commercials
about John Jamesons great adventures, but this digital
media campaign will allow the consumers to get to
know and interact with the character rather than just
hear his stories. A John Jameson Youtube channel will
also be available for the audience to view his
commercials/stories and additional videos for Q&A
would also be posted.

Banner Ad

Worldsbestbars.com
Esquire.com
Tastingpanelmag.com
Gq.com
Empireonline.com

It would make sense to place banner advertisements on

magazine websites with similar target audiences as
Jamesons primary target. Website such as GQ and
Esquire already place Jameson print ads in their
magazines. Websites such as the tastingpanelmag.com
and worldsbestbars.com cater to an audience that is
interested in liquor, bars, and quality.
Empireonline.com is the website for a film magazine
that Jameson currently partners with at the Dublin Film
Festival.

11

CREATIVE BRIEF
Project Description

Style and Tone

Meet the Legend

A social media advertising campaign for Jameson Whiskey
incorporating Twitter, Facebook and banner ads.

John Jamesons voice should be classy, witty, and masculine.

Target Audience
25-34 year old
Male
Urban
Alcohol drinkers
Have not established a brand preference
Sociable
Humorous
Technologically savvy

Objectives
- To create awareness
- To strengthen brand position
- To create consumer-brand relationship

Copy Points
Points
Twitter should communicate John Jamesons voice describing
how to be a classy whiskey drinker, like him. It should also be
subtly comical, describing stories of how John Jameson came to
be the respected whiskey drinker that he is.
Facebook should engage consumers and encourage them to
share their favorite aspects of Jameson, talk about their favorite
Jameson drinks, and discuss what great lengths they would go to
to drink Jameson Whiskey

Benefits

Triple distilled, smooth, distinct Irish whiskey

Packaged in a particular bottle
Produced in a single distillery

Call to Action
Point social media users to Jamesons website. Invite users to
interact with the brand by leaving comments on the Facebook
contests and Twitter page..

12

CREATIVE EXECUTIONS
TWITTER

FACEBOOK

BANNER

13

EVALUATION
Measuring Effectiveness
We will use various social media analytics programs including SproutSocial.com and YouTube analytics in order to measure the
effectiveness of this campaign in accordance with the pre-determined media objectives.

YouTube Analytics
Jamesons YouTube channel collects user insights and analytics that we can use in order to compare our goals to our actual campaign
results.

Sprout Social.com
This website will allow us to manage the Facebook and Twitter accounts simultaneously. SproutSocial provides well organized analytical
reports by various time increments: 15 days, 30 days, 60 days, and 90 days. Some of the measurements that Sprout Social provides
include:
Facebook Stats
Audience Demographics

Gender ratio
Age range stats
Geographic locations of follower/fan interactions

Twitter Stats

Most popular posts by follower interaction

Re-tweets and @mentions
Clicks
Social scores
o Engagement
o Influence
Tweeting behavior
o Conversation vs. updates

Monthly active users

Daily new likes
Total Fans
Content likes
Lost fans
Comments
Wall posts
Reviews
Page views
Unique visitors
Page impressions
Most popular wall posts

14