Objective:

After a 4 year decline to position #3 in the share of market Whiskey segment, the objective of this campaign was to reposition Johnnie Walker Black Label as the number 1 product in the whiskey segment. A position this brand had occupied for a full decade before the decline.

Purpose of the campaign: 

Appeal to the consumer base with an extremely inspirational and emotional message, leveraging on the past “glory” of Johnnie Walker Black Label in the market. 

Reaffirming the tenacity and perseverance to remain the favorite throughout the years, and create an emotional link with the consumer through a story of self-realization and achievement of success that they could relate to.

The Audience: 

Dominican Male ages 21 to 55, traditional consumers of whiskey, with a clear sense of loyalty, self-identified as proud Dominican, working-class with a socioeconomic background designated class “B”, with a certain degree of success. 
Workers that understand the sacrifice that it takes to succeed and can relate and feel identified with the success of the selected influencer for this campaign. 

Also, people who can identify and admire the influencer and feel inspired to emulate his behavior and preference as a consumer. 

My role in the campaign:

Participated alongside the brand team on the ideation of the campaign and selection of an influencer whose trajectory and success was aligned with what the brand needed to project at that time. 
Also, monitored the marketing research team on investigating the professional life of the influencer and how we could translate and insert his trajectory into the message the brand wanted to communicate. 
Additionally , I worked on the microsites and social media content, constantly monitoring the analytics and benchmarking KPI’s against goals.

Result

The results of the campaign were overwhelmingly successful, so much so that Nielsen data showed that Johnnie Walker Black Label reached #1 position in the share of market within the launch year, surpassing the 2 front liners and more aggressive competitors in the segment, totally exceeding our goals and measured KPI’s.